A new campaign from think tank The Australia Institute has said that big gas is taking the piss.
Aimed at promoting Institute research, the campaign is designed to highlight the many ways it believes ‘Big Gas is taking the piss’. It reckons the sector exports 80 per cent of Australia’s gas, while telling Australians there’s a shortage as well as “paying zero royalties on more half of the gas they export” and even alleges price gouging.
The Institute also said the sector uses the gas shortages it creates to push government into approving new gas export projects, such as the North West Shelf project in WA
The campaign has been developed in partnership with Australian performing artist and political advocate, John Butler, who was keen to set the record straight about Big Gas’s true economic contribution to the country.
“I wanted to convey to the Australian public how much they were being deceived by Big Gas and really show the spirit in which this industry operates within our country and more disturbingly, within our governments,” said Butler.
The campaign has struck a nerve, with its central film recording over 500,000 unpaid views (and counting). Independent senator Jacquie Lambie contributed her own voice to the campaign in front of one of its billboards at Parliament House.
Berlin’s executive creative director, Rich Berney said: “The gas industry are shipping record volumes of gas out of Australia, whilst tripling our local retail prices. In the same breath, the ATO has called the gas industry ‘systemic non-payers of tax’. Yes, the ATO said that. For the campaign slogan we paraphrased a little.”
Mark Ogge, principal advisor, climate and energy program at The Australia Institute added: “We are delighted with how effective this ad campaign has been in promoting Australia Institute research.”
The public education campaign is running across Broadcast TV, BVOD, OOH and Print in the lead up to the May Federal Election.
Credits
The Australia Institute
Principal Advisor, Climate & Energy Program: Mark Ogge
Strategy Director: Leanne Minshull
John Butler – Client & Creative Contributor
Berlin
Managing Partner & Head of Strategy: John Linton
Managing Partner & Executive Creative Director: Rich Berney
Design Director: Will Miles
Senior Creative: Mark Fretten
Producer: Christina Zimmer
Production
Directors: Matt Sav
DOP: Lewis Potts
1st Assistant Camera: Brianna Trinidad
Gaffer: Dion Borrett
Lighting Assistant: David Duong
On-Set Sound Recordist: Glenn Dillon
Stylist: Rochelle Renwick
Hair & Makeup: Mercyll Cooper
Casting: Megan Carpenter, Toesox Casting
Sound Design: Ned Beckley, Envelope Audio
Voice Over Artist: Jon Doust
VO recording: Nick Gallagher, Fable Audio Post
