The Making of "Progress Naturally"
The work Gas Networks Ireland is doing is vital to the future of Ireland’s energy system, so it is important to make sure the message stands out.
We needed to tell our story with warmth and charm, in a style that captured the imagination. We wanted it to feel friendly and natural, told in a way that suggests a world full of things we can all relate to. We believed that the papercraft style allowed us to do this. Just like paper, natural gas is real and natural. We also needed the visual treatment to give a sense of continual movement and momentum to create a feeling of progression. A sense of ‘Irishness’ needed to be achieved with subtle nods in the architecture style of the world we create. Papercraft gave us the flexibility to bring our idea to life in a way that delivered on our idea of progress, in a style that would grab the public’s attention. A technical story, told in a uniquely warm and human way.
See how we made the ad in the short video below.