CHE Proximity releases first work for Jemena

12 July 2019

Creative Agency: CHE Proximity

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Energy infrastructure company Jemena has used insights around the power of the flame in its new campaign which includes three 30 second TVCs.

Energy infrastructure company Jemena has released its first natural gas campaign through CHE Proximity. The new brand line tells Aussies that ‘Once you’ve got it, you’ll get it.”

As part of a fully integrated campaign CHE Proximity has created three 30 second TVCs: ‘Fire Place’, ‘Cook Top’ and ‘Fire Pit.’

“We wanted to create something truly unique about the end benefits and enjoyment of natural gas. We’ve step outside our comfort zone and taken a new approach, and we’re very happy with the end result," Jemena marketing and brand manager Kate Hawke says.


Using insights around the power of the flame, each film highlights the emotional and transformational benefits of natural gas.

CHE Proximity have transformed heating into relaxation, instant heat in the kitchen to culinary adventures, and outdoor fire to social connection.

“The data and research showed us that natural gas and fire have a profound effect on people," CHE Proximity Sydney executive creative director Wes Hawes says.

"To show this creatively, we employed the traditional advertising formula of product demos, using a fire pit, cook top and fire place. Once you watch them, you’ll get it."

The films were directed by Canadian director, Benji Weinstein, through FINCH. The VFX and post work was all done in-house at Nakatomi.

“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," Weinstein says.

"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.”

The full campaign including radio, OOH, digital and social assets launches today and will run until the end of September.


Advertising Agency: CHE Proximity
Creatives: Geoff Fischer, Cameron McDonald, George Organ
Executive Creative Director: Wesley Hawes
Chief Creative Officer: Ant White
Producer: Kyla Bridge
Strategy: Becky Bishop
Senior Account Director: Karolina Alas
Client Partner: Lorraine Gormley

Production Company: FINCH
Director: Benji Weinstein
Producer: Claire Thompson
Executive Producer: Corey Esse
DOP: Germain McMicking
Editor: Dave Whittaker @ ARC
Colourist: Ben Eagleton
Lead VFX: Drew Downes
VFX: Nakatomi


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