Biomethane is emerging as a strategic solution for accelerating Europe’s energy transition: reducing CO₂ emissions, strengthening security of supply and supporting territorial cohesion across the European Union. Against this backdrop, Carme Miró, CEO and Founder of APPLE TREE, took part in Biomethane Connect Europe 2026, Europe’s leading forum dedicated to renewable gases.

Held in Madrid by Gas Distributors for Sustainability (GD4S), the European association of gas distributors, with the support of Nedgia, Naturgy’s gas distribution company, the conference brought together business leaders, industry experts and institutional representatives to address the urgent need for stable regulatory frameworks and greater administrative agility to advance decarbonisation.

During the event, Carme Miró presented APPLE TREE’s strategic work with the Gas Verde, Sí platform, showing how purposeful communication and creativity can play a decisive role in building public and political understanding of biomethane’s potential.

The strategic challenge: building awareness of biomethane and fair decarbonisation

Produced from organic and agro-industrial waste, biomethane offers a clean, circular energy alternative. Its competitive advantage lies in the fact that it can be integrated directly into existing gas networks, enabling a more efficient transition to sustainable energy models while helping decarbonise sectors that remain difficult to electrify.

The key challenge, however, has historically been limited public awareness. Many consumers believed that decarbonising their homes would require significant investment, replacing infrastructure or undertaking disruptive renovation work.

To break down this barrier and connect with citizens, Gas Verde, Sí entrusted APPLE TREE with the development and implementation of an integrated communications strategy spanning PR, creativity, street marketing and digital communications.

‘NADA’: creativity with a social purpose

Built around the creative concept ‘NADA’ (‘Nothing’), the campaign delivered a message that was both simple and compelling: to decarbonise a home with biomethane, consumers do not have to do anything at all.

Carme Miró, CEO and Founder of APPLE TREE, said:

“This initiative is much more than a communications campaign. It is a call to action with a clear social purpose: to accelerate the development of biomethane in Spain as a renewable, dispatchable and circular energy source capable of generating local employment.”

Strategic and creative highlights

  • Making the most of existing infrastructure: The campaign shows that green gas can use conventional household appliances and the installed gas network, with no additional cost or renovation work for consumers.
  • A relatable narrative: With a fresh, ironic tone, the audiovisual work shows people relaxing at home, demonstrating that caring for the planet can coexist with everyday comfort and peace of mind.

Industry impact and recognition

The strategy developed for Gas Verde, Sí demonstrates the business value of APPLE TREE’s Strategic Creativity approach, positioning the initiative as one of the most recognised campaigns in Spain’s energy sector.

Its achievements include:

  • Gold at the EMEA SABRE Awards in the Energy & Natural Resources category, developed in partnership with NITID Corporate Affairs.
  • “World’s Best Brief” Award, presented by Exterior Plus.
  • More than 300 sign-ups in just three months from citizens, associations and businesses committed to Spain’s climate goals.