The high-spirited musical duo that is Jedward, has taken over from Donegal crooner Daniel O’Donnell in the latest public safety campaign from Gas Networks Ireland.
Created by Publicis Dublin, the new campaign highlights the importance of using a Registered Gas Installer (RGI) for any gas works undertaken in the home.
The cross-platform campaign kicked off this week and follows on from a successful campaign fronted by Daniel O’Donnell which has been running for the past number of years.
“Not only did the last campaign effectively communicate how important it is to use a Registered Gas Installer, it also increased the awareness of using an RGI from 57% to 78%1, while Daniel and his “superfan” Mary brought a smile to viewers’ faces,” says Owen Wilson, Gas Network’s safety manager.
The premise of the new campaign is simple, he says. Householders should never use a handyman or anyone who isn’t an RGI to carry out any gas work, including installation, servicing, maintenance or removal of any gas or LPG appliance or pipework.
The tongue-in-cheek TVC dwells on the break-up of the normally inseparable Jedward after one of them suggests they use a handyman to repair a fault.
The campaign will run across TV, radio, digital and social.
“This campaign is designed to grab the attention of the public. It helps reinforce the message that using an RGI gives peace of mind that the work is done by a competent and experienced professional, who is also fully insured, ” says Loretta Joyce, director of energy safety, Commission for Regulation of Utilities (CRU), the body responsible for regulating the activities of gas installers with respect to safety.
According to Ronan Nulty, executive creative director and Jeremy Stanley, account director: ” We felt the pressure of matching the success of the Daniel O’Donnell campaign which has been running for 7 years. Luckily we have a client who innately understands the need to stand-out, and really knows how to protect the integrity of an idea. When the creative team, Paul, Nick and Craig came with the notion of a ‘Jepic Split’, it just made sense. Making the most of that idea involved a whole team from strategy to production, including the skill of director David Kerr and of course John & Edward.’
Client: Gas Networks Ireland
Networks Safety Manager: Owen Wilson
Marketing Communications Manager: Jennifer Cashman
Agency: Publicis Dublin
Executive Creative Director: Ronan Nulty
Business Director: Edel McCabe
Senior Copywriter: Paul O’Loughlin
Senior Art Director: Nick Doring
Senior Account Director: Jeremy Stanley
Senior Account Manager: Cassie Treacy
Strategist: Niam O’Shaughnessy
Senior Producer: Rachel Murray
Copywriter & Content Lead: Craig Fitzpatrick
Technical Lead: Cian McIntyre
Head of Design: James Kelleher
Production Manager: Gavin Kenny
Finished Artist: Tim Kavanagh
Videographer: Hannah McGlynn
Production: Director – David Kerr
Producer: Jonny Speers
PM: Gráinne Tiernan
Locations: Mick Swan
1st AD: Charlie Endean
DoP: James Mather
Production Designer: Kate Moylan
Costume Stylist: Sinéad Lawlor
Make-up: Barbara Conway
Editor: Rob Hegarty
Post-production: Screen Scene
Sound Mix: Mark @Mutiny
Account Director: Sarah Flannery
Senior Account Manager: Sarah Ling
Account Executive: Sarah Falvey