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

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

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


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