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Aardgas KVBG, Natural Gas: Softest heat

An ad campaign completely knitted. “How to make the invisible visible?” That was the question we asked ourselves when we were conceiving the new ad campaign for Natural Gas, our new client. Based on the client brief, the idea of “the softest of warmth’s” quickly became obvious. Now we just had to find a way to make this visible and touchable. We decided to materialize the softest of warmth’s delivered by Natural Gas, by a very natural and soft fabric: wool. The 35” film tells a very simple story: it shows the moment early in the morning, where a cold house starts to warm up and this way bringing comfort to its inhabitants. The soft warmth spreads around the house and hence we see wool being spread around pipes, radiators, floors, stairs, walls and other objects. Even the hot water is transformed into soft and silky wool. The film was produced in “stop motion”: all elements were completely covered in wool and then deconstructed (de-knitted ?) to be filmed image by image. The result is quite surprising, even poetic. And the feeling of softness and warmth of Natural Gas is very well present. You can watch the making of the commercial here.

Advertising Agency: TBWA\Brussels, Belgium
Creative Director: Jan Macken
Creation: Michael Mikiels, Eric Maerschalck
Account: Christine Robie
TV Producer: Mieke Vandewalle, Laurent Van Ausloos
Production Company: Lovo
Director: Olivier Babinet
Producer: Bert Brulez
D.O.P.: Frank Van den Eeden
Music: Etienne Charry

42 comments

everartz's picture
everartz
7611 pencils

excellent!!!! beautiful effects... one of the best TVC's ever... thumbs up TBWA!!

| Everartz |

alexander_bickov's picture
alexander_bickov
3279 pencils

Love it

npravn's picture
npravn
159 pencils

Fantastic. It's beautyful!

CrackerJackWorks's picture
CrackerJackWorks
14281 pencils

Wow...that's sweet.

nimshady's picture
nimshady
57 pencils

Beautiful. The mood is perfect.

Brainsugar's picture
Brainsugar
1605 pencils

Great! but gaz is still expensive... ;-)

xcreativity's picture
xcreativity
2374 pencils

beautiful!!

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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binunk's picture
binunk
216 pencils

i like it

Phil Lestino's picture
Phil Lestino
1680 pencils

Wonderfully crafted ad......makes you feel cosy just looking at it...nice music too.

Rabubi's picture
Rabubi
560 pencils

This is beautiful. Good job!

royschellekens's picture
royschellekens
390 pencils

Love it!!!! A real piece of art! But the claim is very general. What makes the heat of Naturel Gas softer than the heat of Essent?

http://twitter.com/royschellekens

Hate advertising? Make better ads.

karan raghav's picture
karan raghav
210 pencils

A.M.A.Z.I.N.G.

Shawali's picture
Shawali
8429 pencils

Cannes material.

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

Brain-Art's picture
Brain-Art
1101 pencils

Good Work

michelangelo's picture
michelangelo
660 pencils

nothing beats great production. mabrook guys

Caprisel's picture
Caprisel
63 pencils

love it

bricard's picture
bricard
189 pencils

This was great, excellent transfer to make the soft warmth visual. As michelangelo said, great production. Would have been interesting to see a hairless-cat that became cute and fuzzy as the warmth spread.

Mantufayo's picture
Mantufayo
580 pencils

Beautiful! Makes me feel better, thanks!

mrckais's picture
mrckais
417 pencils

oooo this is really nice

mrckais

kikes's picture
kikes
3 pencils

Great idea ! How long to do this ? Ouch !

jazzlgp's picture
jazzlgp
49 pencils

I really liked it... the effects are great

Jazz G.

junkkay22's picture
junkkay22
4 pencils

i like it!

silvi's picture
silvi
4172 pencils

Wow, this is a production!

Patata Casada's picture
Patata Casada
118 pencils

Beautiful!!!

cboccia's picture
cboccia
24 pencils

Gorgeous, and really smart. I had no idea gas was "the softest heat" or what that even means. But after seeing this ad, I totally get it. That's what our job is all about.

--
Casey Boccia
Carton Donofrio Partners

art.vs.commerce's picture
art.vs.commerce
566 pencils

Beautiful. Line doesn't work...what is soft heat?....you're showing soft. I think you mean makes your home feel cozy.

Pushkaraj Shirke's picture
Pushkaraj Shirke
215 pencils

Monkey does super somersault from treee hops into pond and sings monkey song!!!!!!!!!!!!! Soooooo beautifull!!!!!!!!!!!!!
amaaazzzingggggly awesome execution. expensive. but worth it!!!!!! :D

satrianee's picture
satrianee
3748 pencils

What a job! How cute, cozy and amazing. Congratulations for the Silver Lion!

sgre2504's picture
sgre2504
137 pencils

Beautiful, makes me feel happy

sloppy4's picture
sloppy4
1494 pencils
LeLo's picture
LeLo
3 pencils

Fantastic! Love it so much

raghavendra's picture
raghavendra
232 pencils

love to watch it over and over again

brandingworthspreading's picture
brandingworthsp...
648 pencils

Different and perfect.

ttfall's picture
ttfall
22 pencils

it's so cute and warm~~

LeroyChristian's picture
LeroyChristian
392 pencils

nicee

circlel's picture
circlel
65 pencils

It WOW me!!! excellent execution!!!

circlel's picture
circlel
65 pencils

like the water from shower the best!!!!!!! :-))))))

me tool's picture
me tool
14 pencils

excellent...

mujerendiagonal's picture
mujerendiagonal
84 pencils

Love the execution!

shwetakarumbaiah's picture
shwetakarumbaiah
13 pencils

gives a real nice warm feeling! well executed.

Rastamathamba420's picture
Rastamathamba420
251 pencils

Lindooooooooooooooow!!!! yo le daba ORO!!!! :D

Suchita Bhhatia's picture
Suchita Bhhatia
42 pencils

excellent

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