Australian Gas Networks encourages Aussies to ‘love winter’ in new campaign via CHE Proximity

Australian Gas Networks (AGN), with the help of CHE Proximity, has launched a new campaign that encourages Australians to ‘love winter’ this year.

Directed by FINCH’s Jae Morrison, the campaign is led by three TVCs – Cooking with Gas, Nup and House Pants. The series brings to life authentic and relatable scenarios around enjoying the great indoors this winter, with a focus on natural gas when its benefits are the strongest.

Acting marketing manager of Australian Gas Networks, Chris Hewson, says the energy infrastructure category is traditionally dominated by rational and functional messaging, which AGN wanted to change.

VIEW THE ‘NUP’ SPOT

VIEW THE ‘HOUSE PANTS’ SPOT

VIEW THE ‘COOKING WITH GAS’ SPOT

Says Hewson: “We really wanted to flip this functional convention on its head and drive desire for Natural Gas through emotion when it’s most applicable, in winter”.

Group creative director at CHE Proximity, Glen Dickson, says the agency’s approach to the campaign was to show Aussies that there’s a bright side to the colder months.

Says Dickson: “Typically, Aussies yearn for beach and BBQ weather, but with this campaign Aussies might rethink their favourite season.”

AGN’s ‘Love Winter’ campaign launches this month across a variety of platforms nationally, including TV, out of home, online media, cinema and radio.

Agency: CHE Proximity

Colourist: Marty Greer