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.
Account Executive: Courtney Kovacevic
Chief Creative Officer: Rob Belgiovane
Creative Agency: BWM Dentsu
Digital Creative Director: Shanan Goldring
Digital Designer: Nathan Wong
Digital Planner: Shani Tomkins
Digital Producer: Kate Aitken
Executive Creative Director: Asheen Naidu
Group Account Director: Sophie Bogdan
Senior Account Manager: Earth Luechaikajohnpan
Senior Art Director: Chris McMullen
Senior Copywriter: Sean Lavery
Senior Producer: Margot Fitzpatrick & Wendy Gillies
Digital Group Account Director: Gemma ap Geraint
Media Agency: Initiative
Music and Sound
Song: The Grates “Turn Me On”
Sound Design: Simon Lister
Sound Production: Nylon Studios
Editor: Dan Lee (The Butchery)
Post Production / VFX
CG: Max McMullin
Compositor: Maxence Peillon
Grade: Billy Wychgel
Post Production House: Heckler
Producer: Bonnie Law
VFX Supervisor: Jamie Watson
Conform & Edit Assist: Greg Constantaris
Director: Matt Devine (The Glue Society)
DOP: Geoffrey Simpson
Executive Producer: Michael Ritchie & Pip Smart
Managing Director: Michael Ritchie
Producer: Serena Paull
Production Company: Revolver
Production Designer: Damien Drew
Category: Gas , Utilities
Genre: Storytelling , Visual VFX