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

BWM Dentsu Sydney, 2 years, 5 months ago

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.

Creative Agency

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

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

Production Company

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