Jemena Champions Natural Gas With ‘Scorchy the Dragon’ Via BWM Dentsu

Jemena Champions Natural Gas With ‘Scorchy the Dragon’ Via BWM Dentsu
SHARE
THIS



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.

CREDITS

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

 

Please login with linkedin to comment

jeff gomez monash university natural gas Scorchy the Dragon

Latest News

“We’re In Big-Bang Readiness”: Flight Centre To Ramp Up Media Buying Activity
  • Advertising
  • Marketing
  • Media

“We’re In Big-Bang Readiness”: Flight Centre To Ramp Up Media Buying Activity

Flight Centre Travel Group is anticipating some of its biggest years of growth as Australia’s vaccination rollout gains momentum, travel restrictions ease and international borders start re-opening. With travel industry leaders forecasting unprecedented demand for both domestic and international travel as the world moves into a phase of post-COVID management, Flight Centre Australia general manager […]

Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]

Herd MSL Announces Foxtel Account Win
  • Advertising
  • Marketing

Herd MSL Announces Foxtel Account Win

Comms agency Herd MSL announces Foxtel win. Forgoes office party poppers on account of the new $1300 Dyson cordless vac.

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution
  • Technology

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution

DoubleVerify has today announced enhancements to its brand safety and suitability solution that include the introduction of DV’s Brand Safety Floor as a turnkey option, extending Brand Suitability Tiers on YouTube, and more. Available to both advertisers and publishers since January 2021, Brand Suitability Tiers allow brands to align suitability settings with their own unique standards, […]

Aimee Buchanan Lands GroupM CEO Job
  • Media

Aimee Buchanan Lands GroupM CEO Job

Aimee Buchanan quits OMD to take up GroupM CEO role. Leaving gift ideas include mounted moose head & ALDI traffic cones.

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’
  • Marketing

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’

Andrew Piccoli spent his career overseeing some of Australia’s most memorable ad campaigns. Now, he has turned his attention to a particular area of passion: children’s literature. Now retired, Piccoli spent the COVID-19 lockdown writing the story of Dexter the Dahu for children aged between five and nine. He has donated a copy of the charming […]