NADA
NEW THINKING
This campaign was conceived not simply as a communications initiative, but as a genuine call to action with social and regulatory impact. In just three months, it secured more than 200 endorsements from companies, associations, and citizens, positioning biomethane as a viable alternative in the debate on decarbonisation and Spain’s energy mix.
All without having to do anything.
INVESTIGACIÓN & INSIGHT
Gas Verde Sí is a platform and movement created to accelerate the development of green gas (biomethane) in Spain as a renewable, circular, and manageable energy source, one that also generates local employment.
One of the main barriers to adopting renewable energy in homes is the perception of complexity, cost, and the need to change everyday habits. Compared to other alternatives, green gas offers a clear differentiator: it enables household decarbonisation without investment, renovations, or behavioural change, using the existing gas infrastructure.
Objectives
- Raise awareness of the Gas Verde Sí platform and attract endorsements from companies, associations, and citizens.
- Influence public authorities and legislative bodies to establish a clear, ambitious regulatory framework for green gas.
- Increase public understanding of biomethane, highlighting its economic, social, and environmental benefits.
- Position green gas as an accessible, efficient solution and a key lever for achieving climate neutrality in Spain.
ESTRATEGIA & CREATIVIDAD
The strategy focused on generating media and social visibility at a pivotal moment in the energy debate, delivering a message that was simple, clear, and memorable for both citizens and policymakers:
Green gas is clean energy that requires “nothing.”
Built around the claim “NADA”, the campaign adopted a creative approach grounded in simplicity and everyday life. It showed people enjoying their homes without worry, reinforcing the idea that they can achieve decarbonisation with minimal effort, cost, or loss of comfort.
PLANIFICACIÓN
The rollout was supported by an integrated strategy combining:
- Films and visual assets centred on the home and the boiler, a key point of consumer concern.
- An institutional launch event with representatives from strategic sectors.
- Street marketing activations featuring a temporary installation recreating a living room, with the central message: doing nothing
Ver esta publicación en Instagram
- Development of the campaign website, social channels, and a dedicated digital content plan.
- A strong PR and public affairs strategy, including meetings with institutional leaders and experts to build legitimacy and support for biomethane.
- A digital out-of-home advertising campaign in high-visibility, high-traffic locations.
IMPACTO
In just three months, Gas Verde Sí secured over 200 endorsements from associations, companies, and individual citizens, establishing itself as a reference movement for green gas in Spain. The platform gained the backing of key associations, including ASAJA, FEGECA, and CONAIF, which represent sectors contributing approximately 10% of Spain’s GDP and bring together more than 200,000 professionals.
A further 170 companies joined from industrial, agricultural, technological, and energy sectors, alongside dozens of individual supporters. The campaign achieved broad media visibility, placed biomethane firmly on the public agenda, and strengthened the case for a regulatory framework that supports green gas as an honest, affordable, and sustainable solution for decarbonising Spanish homes and the wider economy.
