Backed by 80s hit 'Funky Cold Medina', the campaign reminds Australians why staying indoors this winter is the right choice.
Australian Gas Networks (AGN) has launched a new campaign that encourages Australians to ‘love winter’ this year in its latest work from CHE Proximity.
The campaign is led by three TV ads - Cooking with Gas, Nup and House Pants.
The three ads were developed as a series of authentic and relatable life scenarios around enjoying staying indoors this winter, with a focus on natural gas when its benefits are the strongest.
Acting marketing manager AGN Chris Hewson says the energy infrastructure category is traditionally dominated by rational and functional messaging, which it wanted to change.
“We really wanted to flip this functional convention on its head and drive desire for Natural Gas through emotion when it’s most applicable, in winter," he says.
CHE Proximity group creative director Glen Dickson says the agency’s approach to the campaign was to show Australians that there’s a 'bright side' to the colder months.
“Typically, Aussies yearn for beach and BBQ weather, but with this campaign Aussies might rethink their favourite season," he says.
AGN’s ‘Love Winter’ campaign launches this month across TV, out of home, online media, cinema and radio nationally.
