Jemena launches new renewable energy campaign
Energy provider Jemena has released a new campaign to raise awareness of the role of renewable gas as a crucial component of energy transition.
The Big Picture will be executed across TV, digital, radio and print and is the first campaign to market since MBCS was appointed as Jemena’s creative agency last year.
MBCS general manager Marshall Campbell said Jemena has a strong ambition to reduce emissions by introducing renewable gases like biomethane and renewable hydrogen to help NSW and support its energy transition.
“From research, we learnt the more audiences were educated about renewable gas, the more their perception shifted positively regarding it as a credible and important choice of energy for the future,” he added.
The campaign features a film targeting everyday Australians and businesses, educating them about what renewable gas is, how it is developed and highlighting its success internationally.
The Big Picture also highlights that there is not one silver bullet when looking to reduce carbon emissions.
Jemena Networks general manager, customer and commercial, Sandra Centofanti said: “The new campaign is designed to tell the story about the importance of renewable gas in Australia’s energy transition.
“By showcasing the benefits and potential of renewable gas, we hope to raise awareness and interest levels, inspire action and drive positive change towards a lower emissions future for thousands of gas-reliant businesses and manufacturers, as well as many hard-to-electrify communities,” she added.
Launched in late April, the campaign will run in NSW only, where Jemena owns the gas distribution network and renewable gas demonstration facilities.
Credits
Client: Jemena
GM Customer & Commercial, Jemena Networks – Sandra Centofanti
Head of Strategy & Marketing, Jemena Networks – Alan Simpson
Brand & Marketing Manager, Jemena Networks – Peter Keli
MBCS – creative agency
Managing Director – Olivia Warren
General Manager – Marshall Campbell
Creative Director – Shanan Goldring
Snr. Account Manager – Shikha Shah
Production Company – Convicts
Director – Justin McMillan
Executive Producer – Pete Maiden
Producer – Johnny Greally
Tim Tregoning – Cinematographer
Post Production – Heckler & Heckler Sound
Heckler Executive Producer – Will Alexander
Executive Producer (Vision) – David Kelly
Executive Producer (Sound) – Bonnie Law
Andrew Holmes – Editor
Initiative – Media Agency
Chris Colter – Chief Strategy & Product Officer
Charlotte Wills – Group Business Director
Tahnee Fleming – Group Investment Director
Joe Golden – Client Director
Julian Monty – Investment Director
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I’d love to see the ads that explain how they will make ‘renewable gas’ and ‘renewable hydrogen’.
And informing the consumer what the new input sources they will use to renew the gases they just burnt would be helpful towards generating confidence in the market … and any impact on retail costs.
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How is it renewable exactly? The stuff is burned.
Hard to believe all those mentioned in the credits didn’t clock this mammoth greenwash.
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Thank you for your dedication to an extinction event powered by fossil fuels.
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