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Gas Networks Ireland Highlights the People behind the Pipes in Campaign from Publicis Dublin


Brand showcases its vital role in spot directed be Motherland's P.O.B.

Gas Networks Ireland Highlights the People behind the Pipes in Campaign from Publicis Dublin

Gas Networks Ireland has rolled out a new campaign, 'Moving Ireland’s Energy', that shines a unique spotlight on what makes the gas network such an essential component of Ireland's energy system and sustainable energy future.  

The campaign, created by Publicis Dublin, uses an eye-catching circular motif that is intended to inform the public of the essential role the organisation plays in keeping Ireland’s energy moving. It highlights how their teams, the “people behind the pipes”, are the key reason why Gas Networks Ireland operates and maintains one of the safest and most modern renewable ready gas networks in the world. They are experts who take care of an extensive network that ensures that over 720,000 homes and businesses receive a safe and reliable supply of energy every single day, even when the sun doesn’t shine and the wind doesn’t blow.

Extensive research, supported by interagency partners B&A and OMD, showed the complexity and uncertainty of the energy industry made it hard for the Irish audience to engage with it in a meaningful way. In this new campaign, Gas Networks Ireland needed to provide clarity and certainty to customers regarding its vital role in the everyday of Irish businesses and households in an ever-changing world: By showcasing the tangible and essential elements that keep our network running, both our people and pipes, we’re closer to building that foundational understanding of Gas Networks Ireland’s role everything we do as a nation.

Quite simply, Gas Networks Ireland is "Moving Ireland's Energy", which means they provide the infrastructure that takes care of Ireland's gas needs right now, and will provide the path to using more renewable gases in the near future. This will lead to delivering a net zero carbon gas network by 2050 and reducing emissions across a number of key sectors, including those that are traditionally difficult to decarbonise while also enhancing Ireland’s energy security and diversity.

The ad focuses on the everyday nature of all this, opening with shots of the Gas Networks Ireland team hard at work making safe connections across the country, before moving on to the fruits of their labour: from busy restaurant kitchens to warm homes at dinner time, captured through the circular frame of that all-important pipe. Shots of large anaerobic digestors on farms (which use agricultural waste to produce renewable biogas) and their Network Innovation Centre also serve to drive home their ambitions for a greener energy future. 

This ad was directed by P.O.B. and produced by Motherland, while media is being managed by OMD. The campaign is currently running across TV, radio, digital and social.

Gas Networks Ireland also runs advertising campaigns to promote public safety through the gas escapes emergency service, Dial Before You Dig, meter tampering and using a registered gas installer campaigns. The carbon monoxide safety campaign featuring the well-known fictional canary balladeer who has been raising awareness about the dangers of carbon monoxide poisoning for years, Tommy McAnairey, has won 32 national and international advertising and related industry awards to date, including winning three Shark awards and three Art Directors of Europe Awards in 2021.


Agency / Creative
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Genres: People

Categories: Utilities, Gas

Publicis Dublin, Tue, 04 Apr 2023 15:41:00 GMT