Gas Verde Sí has unveiled ‘Lógico’, its new nationwide social awareness campaign. Following the success of ‘NADA’, the initiative that showed households can use renewable gas without home renovations, the new campaign moves the conversation forward by focusing on an idea that is immediately recognisable to consumers: common sense. APPLE TREE led both the communications strategy and creative development, applying its New Thinking approach to turn a complex energy challenge into a purposeful, culturally relevant platform with clear business impact.
At a time when Europe is accelerating the decarbonisation of residential energy, ‘Lógico’ poses a simple reflection: if Spain already has infrastructure capable of transporting renewable gas, and millions of homes already have compatible installations, why not make the most of it?
The campaign uses everyday situations and accessible codes to show that, in many cases, the energy transition can also be built through efficiency and the intelligent use of existing resources. Its central message is clear: changing the origin of the energy can be more logical than replacing an entire installation.
From zero cost to collective common sense
‘NADA’ successfully opened up a less familiar conversation in the energy debate by explaining that switching to biomethane requires no investment for households with gas boilers, unlike alternatives that can involve significant adaptation costs.
‘Lógico’ now builds on that platform and broadens the narrative, linking green gas with proximity, circularity, waste recovery and infrastructure efficiency.
The campaign is also grounded in data that reflects strong social receptiveness to green gas. According to a study conducted by Salvetti Llombart for Nedgia among 1,500 Spanish households, 72% believe this energy source fits their energy needs and 65% would be willing to contract it. The concept also achieved an average rating of 8.4 out of 10 among respondents.
The main attributes associated with green gas include its renewable and clean nature, its ability to make use of waste and its contribution to reducing environmental impact. In addition, 74% of households perceive it as a new and distinctive form of energy.
“With ‘Lógico’, we want to show that the energy transition can also be built on common sense. If we already have infrastructure in place and a renewable energy source capable of making use of local resources, the logical step is to explain to citizens that decarbonisation does not have to involve complexity or major investment,” Gas Verde Sí explains.
A nationwide campaign rooted in everyday life
Developed by APPLE TREE, the campaign will run nationally across television, radio, digital channels and social media. Its creative approach draws on familiar situations and recognisable visual language to make complex topics such as decarbonisation, circularity and infrastructure efficiency easier to understand.
With ‘Lógico’, Gas Verde Sí aims to establish a distinctive voice within the energy debate, connecting the ecological transition with messages that are clear, accessible and closely aligned with people’s everyday lives.
