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Go Natural Gas – Snuggle

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Ever since Prometheus stole fire from the gods and gave it to the human race, people have enjoyed an innate and primal relationship with flames.

CHE Proximity Sydney’s new campaign for Australian gas company Jemena, directed by Benji Weinstein via FINCH, brings this insight to life in a wonderfully surreal way with a trio of films highlighting the emotional and transformative benefits of natural gas.

One spot demonstrates how a fire pit increases social connection with the aid of an extendable arm; in the second, a roaring fire induces a meltingly relaxed state; while the final ad shows how cooking with gas can turn you into a new and infinitely more attractive chef.   

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Go Natural Gas – Melt

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Go Natural Gas – Chef

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