Kidde

Protect You From You.

INSIGHT

We protect our homes from the outside, not the inside.

For over a century, Kidde has protected homes from the dangers that start within — fire, smoke, and carbon monoxide.

But as the world turned its attention outward, safety became more about smart locks and monitoring cameras.

Our research revealed that the greatest threats aren’t actually from strangers at the door, but from everyday moments at home, like a candle left burning, a stove left on, or a charger overheating in the night.

idea

protect you from you.

Protect You From You reframes safety as self-awareness.

The campaign turns everyday oversights — the phone charging under a pillow, the oven left on — into moments of reflection.

Through humor and empathy, Kidde gave a voice to the silent guardians in every home. Smoke alarms became characters of care, watching over our imperfections without judging them.

TV and video dramatized small home safety lapses that lead to big risks, with alarms as calm, watchful narrators.

Social and influencer content turned near-miss moments into shareable reminders that safety and style can coexist.

Surreal yet familiar visuals made the invisible visible, reminding families that real safety starts long before the siren sounds.

sales increased

17

Store Visits

810K

Incremental Revenue

76M

Awareness grew

9

Consideration grew

7.4%

IMPACT

A wake-up call that resonated beyond the alarm.

The work reignited Kidde’s role in culture — from quiet necessity to modern protector. It sparked a new kind of safety conversation: one about humanity, not hardware.

This shift drove real results. Awareness rose, conversations grew, and action followed with +17% sales, 810K store visits, $76M in incremental revenue, +9% awareness, and +7.4% consideration.

The work proved that when safety feels human, people listen and act.