Who: HomeEquity Bank and Zulu Alpha Kilo.

What: “Our homes are everything,” a new campaign thanking Canadians for doing their part to flatten the curve by staying home during the COVID-19 crisis.

When & Where: The campaign broke this week across TV and radio. It’s part of a broader effort that will see the financial services company host a series of Facebook Live events aimed at educating and entertaining people who are self-isolating at home.

Why: The campaign underscores just how important the concept of home has become to Canadians during the current health crisis.

HomeEquity Bank has also announced $50,000 donations to the Canadian Red Cross and YMCA of Greater Toronto, as well as contributions to charities that have a “special significance” to its employees.

How: The 30-second spot is built around user-generated video that shows how people are adapting to self-isolation, from silly activities to exercising to playing VR games to dancing and playing instruments.

“It’s become our dance floor, our playground, our gym, our arcade, our studio, our stage, our classroom,” says the voiceover. “Our homes are everything.” The spot concludes with the super “Live in the home you love.”

And we quote: “The past six weeks have really shown us what a central role our homes play in how we work, relax and live. Our new campaign is centred on sharing some of the countless ways Canadians have embraced this new way of life at home as we all do our part to get through this extremely difficult time.” — Steven Ranson, president and CEO of HomeEquity Bank.