Electricity and gas company Jemena wants Australians to feel an emotional connection to natural gas with a new campaign.
According to the company, the humorous campaign draws on humans’ innate and primal relationship towards flame and fire.
Created by CHE Proximity, the three films of the campaigns highlights the benefits of using natural gas. The themes of relaxation, instant heat in the kitchen to culinary adventures, and outdoor fire to social connection are displayed in the films.
“We wanted to create something truly unique about the end benefits and enjoyment of natural gas,” said Kate Hawke, the marketing and brand manager at Jemena.
"We’ve stepped outside our comfort zone and take a new approach, and we’re very happy with the end result”.
Canadian director, Benji Weinstein, who directed the films, 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.”