WORK

With energy conversations shifting and customers questioning the long-term relevance of natural gas in New Zealand, Firstgas needed to maintain trust and confidence. The existing platform had begun reassuring customers, but the creative was ready for a refresh.

The goal wasn't to start from scratch. The tagline 'Wouldn't be without it' was working well and worth keeping. What needed to change was the feeling: less formal, more human, and with enough warmth to cut through.

We developed a new creative direction built around a relatable father-daughter duo, using humour and exaggeration to bring the everyday benefits of gas to life. A home-cooked meal elevated to a five-star dining experience. A gas fire reimagined as a tropical getaway. The scenarios are playful, but the sentiment is genuine: gas makes ordinary moments noticeably better. 

By speaking to everyday people, the campaign really feels genuine. The humour does the heavy lifting, landing the message in a way that sticks. With a memorable tagline and a fresh energy, customers wondering whether gas still has a place in their homes get an answer that arrives with a smile.