Jemena pushes the emotional benefits of Natural Gas in new integrated campaign via CHE Proximity
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.
Says Kate Hawke, marketing and brand manager, Jemena: “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.”
Says Wes Hawes, executive creative director, CHE Proximity Sydney: “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.
Says Weinstein: “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.
To see the campaign and find out more about Natural Gas, visit gonaturalgas.com.au.
Advertising Agency: CHE Proximity
Creatives: Geoff Fischer, Cameron McDonald, George Organ
Executive Creative Director: Wesley Hawes
Chief Creative Officer: Ant White
Producer: Kyla Bridge
Strategy: Becky Bishop
Senior Account Director: Karolina Alas
Client Partner: Lorraine Gormley
Production Company: FINCH
Director: Benji Weinstein
Producer: Claire Thompson
Executive Producer: Corey Esse
DOP: Germain McMicking
Editor: Dave Whittaker
Edit Company: ARC EDIT
Colourist: Ben Eagleton
Lead VFX: Drew Downes
VFX: Nakatomi
16 Comments
These are great, well done all.
Melting woman one is the most cringeworthy spot seen in a while.
Sooooo much better than the fake sick kids nonsense
Please more commercial scripts like this.
People that look good
In a nice location
with a funny bit
and a good director
I agree.
Simple, sells the product, funny.
Great.
The cooking one is very good.
Best tv spots out of oz for a while
Really like the quirkiness of the first one. Second one is horrible – I don’t want to melt and be eaten by my dog, how is that positive in any way? And the third one feels old and tired.
But 1 out of 3 is better than most campaigns these days, so, well done.
I wrote a scathing remark on how bad the homesickness campaign was. Cynical. Award hungry and awful. And it is a blight on the agency.
This campaign however is the opposite. Classic good advertising , no tech bullshit, No trickery, Just good thinking well captured.
CHEP…keep this up and you may not be the flash in the pan that everyone thinks you are.
Yeah, the emotionalness of burning a non renewable fuel so that someone can feel comfortable in their house. Nice.
Emotional about destroying the environment so we can drain the last few bits of it out of the earth. Yeah nice.
Gotta cook those capsicums though!
I never rant these days, but fuck, I’ll make an exception here. This stuff is pathetic and the people who were involved should feel guilty and bad.
Who wants to melt in age of global warming? Is this supposed to be a positive? Stunned by stupidity.
Hearing test, earnbassadors, lego. Personally I think CHEp have carved out a clever space where they can disguise a lack of conceptual thinking with awesome tech/data ideas.
That homesick thing was horrible and this is awkward. Perhaps focus on your strengths
Natural gas generates lower carbon emission than electricity (which is mostly generated from burning coal).
While Solar is obviously the cleanest solution. Gas is still the lesser of two evils and much better for the environment.
When I read the headline about ’emotional benefits’ of gas I thought I was gonna be in for a wank job but these are great.
Well-written, clean execution.
Good job all round.
Actual lol @ the dog lick and sub title moments.
I am fascinated by the commercial of the melted woman, it is very well done, it transmits that tranquility and heat so melting, I would have liked to see her completely melted