Energy company Jemena is encouraging Australians to turn it on in the new natural gas campaign from BWM Dentsu.
Launching in New South Wales on 3 May 2015, the “Turn It On” campaign is BWM Dentsu’s first work for the Jemena Natural Gas brand, after being appointed to the account in December 2014.
Jamie Mackay, chief strategy officer and managing director, BWM Dentsu Sydney, said: “The Gas category has traditionally been full of passive and clichéd images of cosy, happy families. We wanted to disrupt the conventions and highlight that gas is instant, powerful and puts you in control. It is actually the superior energy choice for modern families.
“The decision to install gas involves a number of steps and is a long term investment. We have completely redesigned the Natural Gas website to make understanding the process of getting gas as simple as possible,” he said.
The stylish, high-energy campaign features the song “Turn Me On” by Australian indie band, the Grates.
Jonathan Sweet, marketing manager, Jemena, said: “We’re very excited about the work BWM Dentsu has done on this. Not only have they captured all of the different uses natural gas can have in peoples’ homes, they’ve done it in a way that’s innovative and aspirational.”
The campaign also includes an Australian first: the use of ‘cinemagraphs’, or photos that include ongoing, repeated movements, in the out of home (OOH) media.
Asheen Naidu, executive creative director, BWM Sydney, said: “The new campaign is dynamic and fast paced; we wanted to bring a totally new aesthetic to the brand.
“Director Matt Devine and post production house, Heckler, did an amazing job of bringing our vision to life. As well as the TVC, they created the ‘cinemagraphs’ that feature on the digital OOH panels. This is a great example of a media choice that brings the campaign idea to life,” he added.
The multi-platform campaign will run across TV, cinema, print, OOH, digital and direct channels.
Creative Agency – BWM Dentsu
Chief Creative Officer: Rob Belgiovane
Executive Creative Director: Asheen Naidu
Digital Creative Director: Shanan Goldring
Senior Art Director: Chris McMullen
Senior Writer: Sean Lavery
Senior Onscreen Producers: Margot Fitzpatrick and Wendy Gillies
Group Account Director: Sophie Bogdan
Senior Account Manager: Earth Luechaikajohnpan
Account Executive: Courtney Kovacevic
Digital Planning Director: Shani Tomkins
Digital Group Account Director: Gemma ap Geraint
Digital Producer: Kate Aitken
Digitial Designer: Nathan Wong
Production Company – Revolver
Director: The Glue Society (Matt Devine)
Managing Director/ Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Serena Paull
DOP: Geoffrey Simpson
Production Designer: Damien Drew
Post Production & VFX: Heckler
VFX Supervisor: Jamie Watson
VFX Producer: Bonnie Law
Lead CG: Max McMullin
Lead Compositor: Maxence Peillon
Editor: Dan Lee for The Butchery
Grade: Billy Wychgel
Conform/ Edit Assist: Greg Constantaris
Audio Post: Nylon Studios
Sound Design: Simon Lister
Music: The Grates “Turn Me On”
Media Agency – Initiative
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