Five years ago, the government mandated that we must reduce high air pollution days through the use of low emission wood burners. Convincing the people of Canterbury to burn smoke free fires had met with resistance. Environment Canterbury’s clean air initiative needed a brand refresh to bring a warmer, more positive spin to a serious message.
Our campaign cry was “warmer cheaper” emphasising the cost savings of a well-made fire and showing people how to fine-tune their smoke-free burning technique. We opted for a warm and fuzzy approach because sitting in front of a cosy fire makes you feel all warm and fuzzy. And no one loves a nice fire more than your pets. So Fluffy and Gary the pug were brought in to help us scratch out a friendly, approachable, almost huggable brand message.