With the functional benefits of gas no longer cutting through like they used to, we needed a new way to convince people to switch to Natural Gas for infrastructure client Jemena.

The answer? The fire that powers every gas appliance.

Drawing on insights around our innate and primal connection to the flame, we created a fully integrated campaign that went beyond utility and function, and instead focused on the emotional benefits that only a Natural Gas flame can deliver.

Agency: CHE Proximity