CAHPP and Xpedition Launch New Campaign "If These Walls Could Talk"
The California Heat Pump Partnership (CAHPP), a public-private coalition working to accelerate heat pump awareness and adoption across the state,
California has committed to installing 6 million heat pumps by 2030 as part of its path to carbon net neutrality by 2045. Heat pumps outsold gas furnaces nationally last year. Still, many contractors remain hesitant to recommend systems they are less familiar with, and most homeowners never consider a replacement until their current system fails. By then, the decision is usually rushed, and handed off to the first contractor to show up. The California Heat Pump Partnership (CAHPP), a public-private coalition working to accelerate heat pump awareness and adoption across the state, wanted to get there earlier.
To achieve this, CAHPP partnered with Xpedition, a multidisciplinary creative shop that's part marketing firm, part entertainment studio, and the Tony Award-winning producers behind the Broadway smash "Sunset Boulevard." Together they launched "If These Walls Could Talk," a campaign built around an initiative led by the Building Decarbonization Coalition that targets both homeowners and the contractors who influence their decisions, with the goal of building heat pump familiarity before the emergency moment arrives.
About the creative
Everyone has a house story: a weird noise, a drafty room, a shower that just can’t make up its mind on temperature. “The Wall Whisperer” — the centerpiece of the statewide marketing campaign — taps into that universal experience. This mockumentary follows a first-time homeowner couple whose house starts acting up. A contractor-mystic arrives to diagnose the problem and quickly finds that the home simply needs a heat pump. By grounding the campaign in a dilemma that most homeowners eventually face, Wall Whisperer demysties heat pumps, portraying them as recognizable, highly efficient appliances that improve our everyday lives.
About the collaboration
"Adoption of new home technology doesn't happen overnight, it happens through conversations between homeowners and the professionals they trust," said Hunter Johnson, CEO and founder of Xpedition. "We were thrilled to work with CAHPP on this campaign, which was designed to reach both audiences at the same time, helping build familiarity with heat pumps so they're the standard solution for home comfort and efficiency."
"One of the biggest insights behind this campaign is that above all other factors, Californian homeowners value comfort," said Julianne Waite, associate director, integrated marketing and client engagement at Building Decarbonization Coalition. "By bringing the home itself to life in the creative and highlighting relatable homeownership moments, the campaign helps demystify heat pump technology while centering contractors as the hero."
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