Despite being one of the top carpet brands in Australia and New Zealand, the name EC Carpets isn’t widely known. Consumers usually walk into a flooring centre knowing the colour or fabric they want on their floors, but rarely the brand. Our task was to ensure that consumers start the process knowing that anything other than EC Carpets would be a compromise.

The higher the quality of carpet or rug, the better it feels underfoot. We wanted to demonstrate that feeling, not with words, but with something emotive and universally understood – music.

Simply showing the beauty of each carpet or rug wouldn’t convey the sensory delight of walking on them. Using a classical piece of music, we tailored the notes to match each family member’s footstep or touch of the carpet or rug. This created a fun interplay that  brought EC’s ‘elevate comfort’ tagline to life.