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.
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]
The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]
On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]
JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]
Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]
PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]