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BWM Dentsu Asks Aussies to Turn It On for Jemena Natural Gas


The campaign is the agency’s first work for the gas brand after being appointed to the account in December 2014

BWM Dentsu Asks Aussies to Turn It On for Jemena Natural Gas

Energy company Jemena's new natural gas campaign “Turn It On” via BWM Dentsu is launching in New South Wales on May 3rd 2015.

Jamie Mackay, chief strategy officer and managing director, BWM Dentsu Sydney, said: “The Gas category has traditionally been full of passive and clichéd images of cosy, happy families. We wanted to disrupt the conventions and highlight that gas is instant, powerful and puts you in control. It is actually the superior energy choice for modern families.”

“The decision to install gas involves a number of steps and is a long term investment. We have completely redesigned the Natural Gas website to make understanding the process of getting gas as simple as possible,” he said.

The stylish, high-energy campaign features the song “Turn Me On” by Australian indie band, the Grates.

Jonathan Sweet, marketing manager, Jemena, said: “We’re very excited about the work BWM Dentsu has done on this. Not only have they captured all of the different uses natural gas can have in peoples’ homes, they’ve done it in a way that’s innovative and aspirational.”

The campaign also includes an Australian first: the use of ‘cinemagraphs’, or photos that include ongoing, repeated movements, in the out of home (OOH) media.

Asheen Naidu, executive creative director, BWM Sydney, said: “The new campaign is dynamic and fast paced; we wanted to bring a totally new aesthetic to the brand.”

“Director Matt Devine and post production House, Heckler, did an amazing job of bringing our vision to life. As well as the TVC, they created the ‘cinemagraphs’ that feature on the digital OOH panels. This is a great example of a media choice that brings the campaign idea to life,” he added.

The multi-platform campaign will run across TV, cinema, print, OOH, digital and direct channels.


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Genres: Visual VFX, Storytelling

Categories: Utilities, Gas

Dentsu Creative Australia, Fri, 01 May 2015 03:31:20 GMT