Humor in the service of decarbonization.
The ecological emergency is there, and certain actors are well aware of it. Among them, GRDF (the distributor of natural gas in France) is launching a vast awareness campaign on green gas, a key element of the French energy mix. Laurence Poirier-Dietz, general director of GRDF, underlines the importance of decarbonization, presented no longer as an option, but as an absolute necessity. To reach a wide audience, the campaign adopts a light and optimistic tone, with a serious message conveyed in a humorous way.
The embodiment of this new communication, Jamel Debbouze is featured in an extra-format 2 min 51 film where he discovers that he must make a spectacular jump from the top of a diving board overlooking a cliff. More accustomed to the stage or the big screen than to advertising campaigns, his presence aims to make an impression on the importance of green gas.
We owe this entertaining approach to Rosa Paris, who has high hopes for this film… according to Gilles Fichtebergco-founder of the agency:
“ For us the challenge was simple: to win the battle for attention in a context where green gas has a low share of voice. The creative resolution is therefore ambitious with entertaining and educational content for which we sought out the best: directors, ambassador, production and partners. All these ingredients to make this exhilarating film which we hope will become an object of pop culture. »
The campaign is broadcast from April 28 in various formats, ranging from three minutes to short 15-second clips, on platforms such as television, digital and social networks. Produced in an eco-responsible manner, this initiative aims to raise awareness among both individuals and professionals about the crucial role of green gas in the energy transition. It highlights the contribution of 674 French methane digesterscapable of together producing the equivalent of the annual output of more than two nuclear reactors.
Well, we reassure you, normally Jamel is fine. Finally… Have you seen him recently?
