Australian Gas Networks (AGN) and CHE Proximity has launched a new campaign that encourages Australians to ‘love winter’.
Directed by Finch’s Jae Morrison, the campaign is led by three TVC’s – Cooking with Gas, Nup and House Pants. The series brings to life authentic and relatable scenarios around enjoying the great indoors this winter, with a focus on natural gas when its benefits are the strongest.
Acting marketing manager of Australian Gas Networks, Chris Hewson, said the energy infrastructure category is traditionally dominated by rational and functional messaging, which AGN wanted to change.
“We really wanted to flip this functional convention on its head and drive desire for Natural Gas through emotion when it’s most applicable, in winter”.
Group creative director at CHE Proximity, Glen Dickson, says the agency’s approach to the campaign was to show Aussies that there’s a bright side to the colder months.
“Typically, Aussies yearn for beach and BBQ weather, but with this campaign Aussies might rethink their favourite season.”
AGN’s ‘Love Winter’ campaign launches this month across a variety of platforms nationally, including TV, out of home, online media, cinema and radio.