Kleenheat launches ‘No Song and Dance’ campaign via The Brand Agency
UPDATED TO INCLUDE SECOND TVC: Family entertainment, wrapped up in nostalgia, and mixed with Kleenheat’s unique brand tone of voice, has brought a fresh new approach to the company’s advertising, via The Brand Agency.
After a successful two years of the ‘Not Thinking About Gas’ campaign, this new campaign is based upon the insight that consumers want to know that organisations have their best interests at heart, and in a period of ‘doom and gloom’ they want to escape reality through entertainment.
With a brand firmly grounded in customer satisfaction (Kleenheat has consistently won awards for it, including the Canstar Blue national award for 2023 Most Trusted Natural Gas Supplier) and humour with a twist, who better to deliver some light-hearted relief and reassurance than Kleenheat. Featuring original music composition, choreography and cell-animation, the campaign uses the nostalgia of a 50s-style musical mixed with animated characters to bring to life a whimsical and hyper-fake world of singing and dancing, only to be interrupted by our Kleenheat VO, keeping it real and customer focused. Afterall, Kleenheat don’t need to make a song and dance about themselves.
The ‘No Song and Dance’ campaign launched with brand focused creative earlier this month across TV, radio, digital and social platforms planned via Kleenheat’s media partner, Initiative, and supported by tactical messages further down the funnel. The campaign is multilayered, so keep your eyes and ears out for more to come. The second 30’s spot, titled ‘Bath’, has launched today.
Felicity Fawcett, Campaign Marketing Manager at Kleenheat, said: “We’re hugely proud of the new ‘No Song and Dance’ campaign. It is the perfect realisation of our refreshingly honest brand personality. There’s nothing else like it in market; the creative is full of joy, leveraging music, dance and animation to cut through. The campaign is also honest, as we ultimately switch the focus in the ads to our real customers and celebrate their everyday lives. A huge thank you to our agency partners The Brand Agency and Initiative for bringing the campaign to life. Also a big shout out to the number of talented people who touched the campaign creative along the way.”
Executive Creative Director of The Brand Agency, Dean Hunt, said: “Personally, I love a good musical number, but making a song and dance about things is simply not the Kleenheat way. They much prefer to focus on their customers and keep things simple and honest without the fanfare. So, when Dave and Andrew came up with this idea, it was a big yes from us and the team at Kleenheat. Big thanks to all at Kleenheat, Sandbox Productions, The Brand Agency troupe and King Street for the additional animation across social and digital. Love your work.”
Carolyn Mooney, Business Director at The Brand Agency, said: “At its core, ‘No Song and Dance’ is about keeping it simple and focusing on what matters, the customer. Working on the Kleenheat brand is always fun, but this campaign took it to the next level. Thank you to all involved in bringing this idea to life and getting it out to market.”
VIEW THE NO SONG AND DANCE ‘BATH’ SPOT
VIEW THE NO SONG AND DANCE ‘CAKE’ SPOT
VIEW THE NO SONG AND DANCE ’15s’ SPOT
PLAY THE NO SONG AND DANCE ‘YOUR TRUSTED ADVISOR’ RADIO SPOT
Credits
Client: Kleenheat
Marketing Managers: Debra Packer & Sasha Anderson
Campaign Marketing Manager: Felicity Fawcett
Campaign Marketing Coordinator: Mish Sequeira
Content Manager: Georgia Wiley
Agency: The Brand Agency
Executive Creative Director: Dean Hunt
Senior Art Director: Andrew Allingham
Senior Copywriter: Dave Wilson
Strategy Director: Bryony Lewis
Business Director: Carolyn Mooney
Senior Account Manager: Hailey Downing
Account Manager: Paula Helander
Producer (King Street): Rozie Fretz
Production Assistant (King Street): Morgan Solecio
Designers: Luke Lucas, Carly Mooney, Elly Litton
Finished Art: Julian Farnan, Paul Connelly, Nicola Commons
Production Company: Sandbox
Director: Armand de Saint-Salvy
Executive Producer: Hollie Gibson
Senior Producer: Kelly Marie Miller
Production Coordinator: Jack Gilmour
Production Coordinator: Madison Armstrong
1st AD: Stuart Morrice
DOP: Patrick O’Sullivan
1st AC: Arthur Bienkowski
Gaffer: Grant Wilson
Grip: Greg Stirling
Sound Recordist: Brett Stayt
Choreographer: Charisse Parnell
Wardrobe Stylist: Maria Papandrea
Art Director: Sally Phipps
Hair & Make up: Kate Farmer
Locations Manager: Crystal McCallum
Casting: Megan Carpenter (Toesox Productions)
Post Production House: Sandbox
Offline Editor: Joel Taylor
Online/Grade: Yanni Kronenberg
Animation Production Company: Unlisted
2D Animation Directors: Gibbon (Aggelos Papantonious & Nikhil Markale)
Production Company (Tactical): King Street
Animation: Tracey Kim
Sound Studio: Soundbyte Studios
Music Composition: Robert Woods
Sound Engineer: Brad Habib
Sound Producer: Holly Miller
Media Agency: Initiative
Head of Communications Design, Strategy & Government Solutions: Paige English
Account Director: Tiaan Van Jaarsveldt
Investment Partnership Executive: Nabeel Ahmed
Investment Partnership Associate: Daniel Pomponio
Digital Performance Manager (Reprise): Sofia Magro
Manager, Addressable Activation (Matterkind): Tyler Duncan
10 Comments
Love this! Lighthearted and different, good work.
A huge complement given your musical credentials @Fred Astaire!
What an honour for the campaign to have been complemented by you Fred Astaire!
Saw this on the TV recently – got a genuine smile. So fun 🙂
How about credit for whoever put the credits together. Big job!
Surely someone called Flick Faucet should be at Water Corp?
Great stuff, well done Felicity and team
Great to see Matt Lehmann and Melissa McCabe , former Principal Dancers of the WA Ballet Company. The add had me smiling and give a little chuckle. Bravo to you all.
Strange, no mention of names of main characters in the ad ? Apparently Emma Watkins ex yellow wiggle
It’s cute but I can’t get past the fact that the octopus only has six legs.