Natural gas makes the flowers dance
Rod Kommunikation presents natural gas with new ideas in a look that is as charming as it is grateful.
To realize an eye-catching communication about an invisible product is not an easy task. But the advertisers at Rod Kommunikation have succeeded in doing just that. They present natural gas in a new look that focuses on emotions instead of facts. Elaborate spots make trees and flowers dance and present the product as "friendly energy".
After all, natural gas is also a natural energy that originated deep in the earth and pollutes the environment less than heating oil, wood chips, pellets and imported coal-fired electricity. It's no wonder that many Swiss people have been choosing natural gas as a clean, environmentally friendly heating energy for decades. And because more and more consumers are also discovering natural gas as a cost-effective, environmentally friendly fuel or are heating with renewable and CO₂-neutral biogas, the group of people who are doing something good for nature is growing. The strategic core idea of the new communication offensive is the principle of Actio = Reactio.
Long live nature
This is visualized in the film and in the subjects, in that this ecological decision by natural gas consumers has a visible and direct impact on the environment. It is shown how nature thanks man for his exemplary behavior. Rod's creative team used this strategic core idea as inspiration and developed it into a campaign in which the flora with its plants, trees, flowers, grasses and shrubs make life easier for natural gas consumers in their everyday lives, in the spirit of a friendship service. This is also the origin of the claim: Natural gas - the friendly energy.
For the integrated campaign, TV commercials, billboards, advertisements, posters, below-the-line measures and a new website were developed to not only interest and inspire potential customers for natural gas, but also to be able to make them real offers at the local level.
In close collaboration with director Marco Lutz and photographer Patricia von Ah, a new world was developed for natural gas that charmingly stages the labors of love and gestures of gratitude of plants. All the plants had to be brought to life manually with the help of a puppeteer in fine production work. Thus, the film was composed of hundreds of individual parts and sequences. Rod was convinced that an artificial look would not have suited this natural energy, so 3-D animation was not an option.
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