As more and more goods are delivered to our front door thanks to online shopping, Ecobee, a Canadian home automation company, wanted to take a new tact to ensure its products get to its customers, rather than falling into the hands of porch pirates.

Ecobee launched a new marketing campaign with Leo Burnett Toronto designed to tackle this issue head-on with “I Loathe Porch Pirates” packaging. Porch pirates are, of course, people who steal goods delivered to someone else’s front door before the buyer can pick up the package. But Leo Burnett worked with Ecobee to disguise the products they send to their customers.

The campaign touts discreet packaging that blends into a front porch, making them much easier for thieves to ignore after they’re delivered. This underlines how Ecobee creatively helps consumers solve security issues, Leo Burnett Toronto chief creative officer Steve Persico says.

“It’s about showing people they understand the pain that comes with porch piracy. Not only does Ecobee products help reduce porch piracy, but they’re also thinking [about] every touchpoint, even the logistics of how they send a camera to you to solve this problem,” Persico says.

The campaign is the first work that Leo Burnett has completed for Ecobee since recently striking a partnership with the brand at the end of last year.

The growing prevalence of porch piracy for consumers, and the way it can hurt people both financially and emotionally, made it an important issue for the team at Leo Burnett to tackle with Ecobee, Persico tells strategy.

“What’s interesting too is not just the monetary value [of the stolen packages], but also the emotional toll it takes,” Persico says. “Because people are stealing gifts and things you bought for your parents or your kids. So it was a really interesting space for us to play in.”

The timing of the campaign was set up as package theft is expected to peak during the summer, and again later in the holiday season. The campaign both serves as a way to alert consumers about the possibility of package theft, and offer a potential solution by disguising packages as recycling bins, or as wooden or stone material that can blend into a porch, when viewed from the street.

The hope is also that the campaign will fuel brand loyalty, and help position Ecobee as a leader in home security solutions, in a new way, along with the home security products it already sells.

The campaign includes OLV, a presence online and in social media, as well as media coverage in the U.S. and Canada, and influencer content promoting the new packaging.

“It’s just trying to get beyond traditional advertising, and trying to create content that’s actually social in nature, rather than work that’s just in social media. We’re trying to create work that generates conversation,” Persico says.