Gas Safe Register: Jack Corner
November 2018

 

 

 

FILM THE AGENCY’S CREATIVE THE AGENCY’S CREATIVE WE ALL HAVE OUR

 

And Jack Corner has a thing for corners.

Whether it’s proudly treating our cats like we would our children, or an obsession with stamp-collecting. Or snooker. Or sheds. The things our loved ones love, are what make them... them.

So, in this government campaign, when we talk about protecting the nation from unsafe gas work, it’s these personalities we are protecting.

I was brought in to deliver the brand's message ('don't cut corners with gas') in TV & radio that would be remembered. One idea we had was this person who was really, really good at all things corners… Whatever that meant...

Maybe corners were a hobby. What if there was someone who was super skilled at all these different corner techniques because they never cut corners? And they were a responsible parent for the same reason.

We called him Jack Corner because it sounded good, and the playful writing and quietly eccentric character struck a chord with our audience. The client loved it.

Earlier in the year, the brand had run some striking, type-led posters (see newspaper below). We worked up some outdoor executions that married this impactful graphic style with the homely realness of Jack Corner's world. Due to limited budget, we had to kill these and re-run the previous posters.

My role

Concept, art direction, copywriting (freelance)


Agency

The Team

 

Credit

Copywriting — James McCabe
Art Direction – Simon Mannering
Creative Director — David Recchia
Agency Producer (Freelance) — Mark Rossiter
Production — Annex
Director – Oscar Cariss
Producer – Hans Elias

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