CHE Proximity Unveils First Work For Natural Gas Company Jemena

CHE Proximity Unveils First Work For Natural Gas Company Jemena
SHARE
THIS



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.

Please login with linkedin to comment

CHE Proximity Finch jemena

Latest News

SWM Enhances Audience Intelligence With New Location Data Partner
  • Media

SWM Enhances Audience Intelligence With New Location Data Partner

Seven West Media has enhanced its audience intelligence offering for advertisers thanks to a new partnership with Australian mobile location intelligence platform LANDMARKS ID. LANDMARKS ID enables SWM to integrate its technology directly into the 7plus app to collect, analyse and provide rich audience profiles on 7plus app users. The new partnership improves SWM’s ability […]

LVLY Co-Founder Hannah Spilva: “Agencies Should Focus On Outcomes & Not Hours”
  • Media

LVLY Co-Founder Hannah Spilva: “Agencies Should Focus On Outcomes & Not Hours”

Focusing “more on outcomes and less on hours” can play an important role in evening the playing field when it comes to flexible work, LVLY co-founder and chief executive Hannah Spilva believes. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their […]

by B&T Magazine

B&T Magazine
Nine’s Big Ideas Store Now Open
  • Media

Nine’s Big Ideas Store Now Open

The Big Ideas Store, Powered by Nine, is now open, returning for its third year with a jam-packed lineup of virtual events, workshops, research studies and speakers celebrating BIG IDEAS and BIG THINKING that make advertising famous. Normally presented as a pop-up store in Sydney and Melbourne, The Big Ideas Store has gone virtual for […]

large number of press and media reporter in broadcasting event
  • Partner Content

Top Five Legal Tips For Surviving A PR Crisis

It's top tips for surviving any PR crisis that don't involve a case of Dom Pérignon & expensive Hermès accessories.

Partner Content

by B&T Magazine

B&T Magazine