Leading energy infrastructure company Jemena has released its first natural gas campaign through CHE Proximity.
The new brand line tells Aussies that ‘Once you’ve got it, you’ll get it.’
As part of a fully integrated campaign CHE Proximity has created three 30” TVCs: ‘Fire Place’, ‘Cook Top’ and ‘Fire Pit.’
Using insights around the power of the flame, each film highlights the emotional and transformational benefits of Natural Gas.
The campaign communicates beyond utility and function. Instead it draws on our innate and primal relationship towards flame and fire.
CHE Proximity have transformed heating into relaxation, instant heat in the kitchen to culinary adventures, and outdoor fire to social connection.
Jemena marketing and brand manager, Kate Hawke said: “We wanted to create something truly unique about the end benefits and enjoyment of natural gas.
“We’ve step outside our comfort zone and taken a new approach, and we’re very happy with the end result.”
CHE Proximity Sydney executive creative director, Wes Hawes added: “The data and research showed us that natural gas and fire have a profound effect on people.
“To show this creatively, we employed the traditional advertising formula of product demos, using a fire pit, cook top and fire place.
“Once you watch them, you’ll get it.”
The films were directed by Canadian director, Benji Weinstein, through FINCH.
The VFX and post work was all done in-house at Nakatomi.
When asked about the campaign, Benji Weinstein said: “When Wes and the CHE team told me they were looking for a natural gas comedy specialist, I knew fate had brought us back together.
“The moment the creatives said ‘the dog then licks his melted owner’, I went to the airport and got a flight to Sydney.
“It was a pleasure to be part of a campaign for a brave client, that also reflects the creative ambition at CHE.”
The full campaign including radio, ooh, digital and social assets launches today and will run until the end of September.
It might be a little more than six months old but indie creative agency It’s Friday, headed by former Leos and Saatchi boss Pete Bosilkovski, is off to an impressive start judging by R3’s monthly review of new business wins. It’s Friday posted an impressive third spot on June’s new business wins after the agency […]
Indie agency Ryvalmedia continues its impressive run, topping R3’s June list for new business wins for the third consecutive month. It’s been an impressive 2022 for the (lead image) Simon Ryan-steered agency after it announced the opening of its Sydney office in mid-July. Ryvalmedia was again R3’s pick of the media agencies with wins that […]
CRA chief executive officer Ford Ennals (pictured) announced today a renewed strategic direction for the peak radio industry body, with a greater emphasis on the digital audio market along with supporting its members to grow commercial radio advertising revenue. “We are experiencing strong growth in digital audio so it’s timely for CRA to have a […]
Amazon Web Services (AWS) has launched its first Above the Line (ATL) brand campaign after a decade of being in Australia, with the feel-good ‘Curiosity Kid’ ad series showcasing the many brands using its services. The campaign, which launched on August 7, highlights how AWS can be used for innovation by local businesses, demonstrating a […]
In this guest post, Stu Wragg (lead image), chief strategy officer at Herd MSL, takes a look at global brands getting the sustainability message right and the lessons Aussie brands can learn along the way… The need to address increased consumer and employee interest in the environmental and social action of business is clear to […]
Significant Other Creative Agency (SOCA) has brought on two senior hires, with Farah Alias joining as partnerships director and Neil ‘Marty’ Martin jumping into a dual head of art role. Alias (pictured, right) brings with her a wealth of senior international experience and knowledge from DDB & BBDO Singapore, Wunderman Thompson, and most recently Rare. […]
Ogilvy NZ has been appointed as the new creative and strategy agency for Breast Cancer Foundation NZ. BCFNZ chief executive Ah-Leen Rayner said the Ogilvy team presented a new direction for the foundation with a strong focus on reaching Maori and Pasifika women who were over-represented in breast cancer statistics. “Ogilvy’s approach acknowledged our current […]
Australian new car website, CarExpert.com.au has appointed independent growth agency Claxon as its creative and media agency after pitches from a slew of other agencies that included HERO and DDB. Claxon will be handling the creation of a new national TVC campaign and the associated media account working closely with shareholder, Seven West Media to […]
Sydney PR agency InsideOut PR has been appointed for Prestige InHome Care, an in-home aged care service with a focus on media relations. InsideOut PR worked with Prestige Inhome Care back in 2013 and again in 2017 launching their public relations and advertising program; and supporting their growing profile in the market. Founder and CEO […]