An Anxious Badger Stars in Publicis Dublin’s Campaign for Gas Networks Ireland

Anyone planning excavation work needs to check for gas pipelines before breaking ground. Does this include burrowing animals? One particular anxious badger thinks so. Luckily Gas Networks Ireland is on hand with the answer; simply log onto their website and check for underground gas pipelines before excavating.

This new multi-media campaign stars ‘Keith’, a puppet badger who overhears a construction worker inform a trainee of the importance of checking for gas pipes. Keith begins to massively stress about the years he’s spent digging underground, ignorant of the dangers. The helpful construction worker hands him his mobile phone indicating the Gas Networks Ireland website, to which he anxiously points out his lack of opposable thumbs.

Further work in the campaign includes social content where Keith acts as an influencer and safety ambassador (Ambadgador?)

The work was directed by Tiny Bullet through Antidote Pictures.

Campaign creatives Isabel and Ivona said,  “Safety messages can be ignored if they're too harsh. A spoonful of sugar (in this case a badger whose anxiety we can all relate to), helps get the message noticed and recognised. To do this, we collaborated with director Tina (Tiny Bullet) who used her comedic craft to ensure this important safety message gets the attention it deserves."