The Brand Agency creates gas safety campaign via first work for ATCO since its appointment

In its first work since being appointed to the ATCO business, The Brand Agency has created a new gas safety campaign reminding Western Australians to use gas safely both in and outside of the home.

Fronting the campaign is ‘Piper’, a fun-loving character dreamt up by creative team Steve Straw and Julia Elton-Bott and brought to life by The Brand Agency’s Andrew Allingham.

This campaign also presented an opportunity for ATCO to build its brand. Darcy White, Senior Account Director said: “While ATCO’s infrastructure is all around us, their brand is relatively unknown to consumers. We knew we needed to build something that would cut through short term, but also be something we can build on across future campaigns.” This included creating a new brand asset in Piper (made completely from ATCO’s pipes) and mnemonic.

Peter Shaw, ATCO Manager, Brand and Marketing, said: “the new ATCO gas safety campaign has been such a fun project to work on with Brand. Piper’s really come to life, and we’ve been excited about the idea from the moment we saw it, through to delivery. We’ve been getting really good feedback about the campaign to date, and it’s going to be interesting to track its impact in our safety awareness numbers over the next few years. We wanted something different and engaging for people of all ages and walks of life, and we have that in Piper. What better representation for the ATCO gas network could there be, than the gas network itself.”

Brand Agency Creative Director Steve Straw, said: “We’ve loved collaborating with Peter and Jess to bring this adorable safety mascot to life. Andrew worked his magic, transforming Piper from a sketch into a charming 3D model. We’re excited to have such a friendly visual asset and voice for the ATCO brand, helping us bring safety messages to life.”

ATCO utilised the full suite of The Brand Agency’s integrated services at scale to deliver the campaign, with everything produced in-house at the agency, with the exception of sound in partnership with Digital Loop.

The campaign runs throughout winter and late spring, across online video, OOH and radio.

Credits
Client: ATCO
Manager, Brand & Marketing: Peter Shaw
Brand & Marketing Advisor: Jess McCarthy
Creative Agency: The Brand Agency
Executive Creative Director: Dean Hunt
Creative Director: Steve Straw
Senior Art Director / Animator: Andrew Allingham
Senior Art Director: Julia Elton-Bott
Executive Producer: Nicole Beer
Senior Account Director: Darcy White
Account Manager: Lili Anscombe
Sound: Marty Braine, Digital Loop
Media Buying – Jasmine Koong