Energy networks owner, Jemena, has launched a new campaign highlighting the role of renewable gas in the energy transition.

The new work was created by IPG Mediabrand’s MBCS, and is the first since the agency was appointed as Jemena’s creative agency of record early last year.

Titled ‘The Big Picture’, the integrated campaign is spearheaded by a second-second hero film, supported by 1×30″ and 2×15″ iterations, and a range of digital and static assets. Executions will appear across TV, Digital, Radio, Press/Print, and Out of Home (OOH) mediums.

Jemena General Manager, Customer & 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. ‘We can’t wait to see the positive results and get the conversations started,'”

MBCS’s remit included all strategy, creative development, activations, digital, and communications, while fellow Mediabrands agency, Initiative, managed media.

“Jemena is a fascinating business with 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,” said General Manager at MBCS, said, Marshall Campbell.

Campbell explained that ‘The Big Picture’ concept reflects 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,” said Campbell.

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