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    Jemena launches The Big Picture educational campaign via MBCS

    Energy networks owner, Jemena, has launched an educational campaign via Mediabrands Content Studio (MBCS), The Big Picture, aiming to raise awareness about the role renewable gas will play in the ongoing energy transition.

    It is the first campaign to market since MBCS was appointed as Jemena’s creative agency of record early last year.

    Under the master The Big Picture creative and messaging platform, MBCS is responsible for strategy, creative development, activations, digital, and communications.

    Initiative managed the multi-channel integrated campaign, which spans TV, digital platforms, radio, print, and out-of-home.

    The campaign launched late-April, running in NSW, where Jemena owns the gas distribution network and renewable gas demonstration facilities. 

    See also: Initiative retains Jemena as Mediabrands Content Studio appointed as creative agency of record

    Central to the campaign is its 60 second hero film created to engage an audience ranging from everyday Australians and business operators through to heavy industry and manufacturing sectors about what renewable gas is, and how it is being developed.

    The hero video is supported by a range of different iterations plus digital and static assets including print and out of home.


    MBCS’ general manager, Marshall Campbell, said the campaign was centred around the fact that “there is not one silver bullet when looking to reduce carbon emissions.”

    “When we take a step back and look at the big picture, we can see there will be multiple energy solutions required to get us all through the energy transition efficiently, one of which is renewable gas.

    “Our holistic narrative approach has allowed us to show the small things we all enjoy every day when using gas, to then pan out to reveal how it can have a positive impact on cities, countries and even the world.”

    Sandra Centofanti, general manager, customer and commercial at Jemena Networks, added that 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.”

    Last month, Cancer Chicks launched a new brand platform and campaign FUCC It via MBCS and Initiative’s purpose-led consulting division, Initiative IMPACT.

    See also: Cancer Chicks launches ‘FUCC IT’ via Initiative IMPACT and MBCS


    Client: Jemena
    General manager customer and commercial: Sandra Centofanti
    Head of strategy and marketing:  Alan Simpson
    Brand and marketing manager: Peter Keli

    Creative agency: MBCS
    Managing director: Olivia Warren 
    General manager: Marshall Campbell
    Creative director: Shanan Goldring 
    Senior account manager: Shikha Shah 

    Production Company: Convicts 
    Director: Justin McMillan
    Executive producer: Pete Maiden 
    Producer: Johnny Greally
    Cinematographer: Tim Tregoning 

    Post Production: Heckler & Heckler Sound 
    Executive producer: Will Alexander 
    Executive producer (vision): David Kelly
    Executive producer (sound): Bonnie Law
    Editor: Andrew Holmes

    Media Agency: Initiative
    Chief strategy and product officer: Chris Colter
    Group business director: Charlotte Wills 
    Group investment director: Tahnee Fleming
    Client director: Joe Golden
    Investment Director: Julian Monty

    The post Jemena launches The Big Picture educational campaign via MBCS appeared first on Mediaweek.

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