David Suzuki Foundation

NATURAL GASLIGHTING

CREATIVE Director

As Canada attempts to shift away from fossil fuels, a prevailing narrative being pushed was that LNG, or liquid natural gas, was a necessary transitional energy solution for our economy. Unfortunately, the truth is that LNG is just as damaging to the environment, requiring fracking to extract it which also releases potent methane into the atmosphere. For the David Suzuki Foundation, we needed to send a message to premier David Eby that more investment into LNG was not helping the climate crisis- it was making it even worse.

We worked with DSF to create a multi-pronged digital and billboard campaign that undermined the ubiquitous and greenwashed pro-LNG messaging that people were already being shown. The campaign parodied these typical gas-promoting ads, but the parodies would become destroyed by the extreme weather events they helped cause: heat domes, forest fires, floods.

In addition to planting ‘fake’ LNG ads in people’s timelines and feeds that would then be destroyed, billboards and transit ads also went up around the province. The timing of the campaign was especially poignant, as the province was devastated by forest fires in the summer of 2023. The various ad placements directed the audience to naturalgaslighting.ca where they could sign a petition calling for an end to LNG projects in British Columbia.

The campaign made nearly 4 million impressions across BC, had nearly 850,000 video completions, and resulted in thousands of petition signatures.

Executive Creative Direction by Pierre Chan

Art Direction by Valerie Thai

Written by Nathan Hare

Additional Animation by Joel Tellier

Sound Design by Eugenio Battaglia

Produced by Point Blank Creative