Winter is coming and Jemena is capturing the attention and imaginations of NSW residents with a quirky, creative campaign from BWM Dentsu to assure how natural gas makes home comforts ‘Instantly Better’.
Comprising one 30-second and three 15-second TVCs, the campaign features ‘Scorchy the Dragon’, who drives home the benefits of natural gas for precision cooking, instant, controllable hot water and heating by literally jolting people from the everyday tasks of preparing a meal, bathing and keeping warm.
The TVCs are accompanied by an unbranded 60-second content piece for cinema, out-of-home advertising and bus wraps, digital and radio content.
The commercial was produced through a blend of innovative visual effects, animation and live-action camera work.
Asheen Naidu, executive creative director at BWM Dentsu in Sydney, said: “To elevate the role and meaning of Natural Gas from an everyday utility to an enabler of instant connection, we played around with some truly absurd ways to create energy.
“Obviously, that led us to a fire-breathing dragon.
“Director Tim Bullock and his team did a great job of bringing the campaign to life in a lovable and memorable way, but the biggest credit has to go to our brave client. Seriously, how many clients would let you put a dragon in their ad?”
Kate Hawke, marketing and customer communications manager at Jemena, said: “The biggest challenge for natural gas is that it’s invisible, so we needed something stand-out to bring it to life and remind people that natural gas is a great fuel.
“We know that 70 per cent of customers are more likely to switch to natural gas at the time of a major event. By creating a character like Scorchy, we are hoping to build stronger brand-recognition amongst potential customers so when events such as moving house or renovating do occur, natural gas is front of mind.”
Jemena distributes natural gas to more than 1.3 million homes and businesses across NSW.
Client – Jemena
Marketing and customer communications manager: Kate Hawke
Marketing and communications adviser: Ailie Thomas
Marketing and channel development manager: Peter Keli
Agency – BWM Dentsu
Group chief creative officer: Rob Belgiovane
Executive creative director: Asheen Naidu
Senior copywriter: Jol Temple
Senior art director: Kevin Reece
Chief strategy officer: Jamie MacKay
Executive planning director: Karl Bates
Managing director: Alex Carr
Group account director: Gemma ap Geraint
Onscreen producer: Emma Durlacher
Print producer: Simon Holdaway
Production company – Scoundrel
Director: Tim Bullock
Executive producer: Adrian Shapiro
Editor: Adam Wills
Colourist: Ben Eagleton
Visual effects (post-production) – Blockhead
Audio (post-production) – Tone Aston, Rumble Studio
Photography – Freeway Reps
Photographer: Andreas Bommert
Producer: Grant Navin
Retouching: Mark Sterne