Gas Networks Ireland (GNI) have refreshed their gas safety messaging for the social age. The public will be familiar with a campaign that’s been running for five years where a reassuring GNI rep walks TV viewers through the steps to take ‘when you smell gas’. In the new ad, the steps are augmented by 3D titles within each scene to aid the viewer’s comprehension.
The use of a bold graphical device is designed with digital media in mind where voiceover can be less effective, and scroll-behaviour favours an impactful visual approach. The new campaign is the first to feature a female gas safety engineer, aka a first response fitter. It is in line with GNI’s Stem ambitions, promoting equal representation in tech and engineering roles.
The ad was directed by the Emmy Award-winning Emer Reynolds for Antidote Films.
Gas Networks Ireland Clients:
Jennifer Cashman – marketing strategist
Owen Wilson – GNI network safety manager
Jamie Gallagher – corporate affairs manager
Ian O’Flynn – head of commercial and corporate affairs
Agency: Publicis Dublin
ECD: Ronan Nulty
Copywriter: Hannah Brady, Niamh Ryan
Art Director: Lucas Oliviera, Cormac O’Connor
Agency producer: Rachel Murray
Strategy: Niamh O’Shaughnessy
Account director: Jeremy Stanley
Senior account manager: Alison Cooke
Content director: Philly Byrne
Technical lead: Cian McCintyre
Director: Emer Reynolds
Producer: Andrew Freedman
Post: Outer Limits
Sound: Will @Screenscene
To watch the TV ad, click on https://vimeo.com/publicisdublin/review/537294207/24dfed85ed