Make food, without making fire.
Fire & Emergency New Zealand this week launched 'You’re Cooked' via creative agency Motion Sickness.
The work is an integrated public safety campaign that gives New Zealand’s ‘under the influence chefs’ the recipe to make food, without making fire.
With one in four housefires starting in the kitchen, and 50% of all fatal house fires involving alcohol or drugs, the reality is that cooking under the influence is often a recipe for disaster in Aotearoa.
In a rollout across digital, social, and outdoor platforms, ‘You’re Cooked’ centres around a one-of-a-kind cookbook; a buffet of crafted and considered recipes that don’t require the use of an oven or stovetop.
Developed in collaboration with chef Jamie Johnston of Everybody Eats, the recipes come from the world of 'under the influence chefs'. Toast Sandwich, Jacked Fairybread, Not-Fried Rice and Kiwi Onion Carbonara are just some of the many fire-free offerings that illustrate the plethora of ways to safely satisfy the late night cravings (without burning the house down).
Steph Rotarangi, deputy chief executive of Fire & Emergency New Zealand, said: “It's easy to get distracted if you're drunk or high, and that's why cooking on the stove so often leads to disaster."
Hilary Ngan Kee, head of strategy at Motion Sickness, said: “‘You’re Cooked’ was wholly designed to function in the real world. That’s a world where people do things they’re not meant to do, they live in the here and now, and when they’re hungry, they’re going to want to eat.
"This is a campaign made to grab attention and engage, but to also show people that the safer option is a good option, in every sense.”
Jordan Stent, creative director at Motion Sickness, said: “It’s a concoction of lived experiences and crowd-sourced confessions, inspired by all of the resourceful methods and inclinations that exist in the inebriated reality of our audience. As a result, the creative has landed in a rather unique territory. A blurry mix of fact and fiction, in which the traditional PSA campaign has been almost co-opted by the same individuals we were inspired by.”
Credits:
Client - Fire & Emergency New Zealand
Marketing Manager - Kelley Toy
Senior Advisor Marketing - Ashleigh Romanos
Senior Advisor, Digital Marketing - Samantha Stewart
Senior Policy and Capability Specialist - Luke Burgess
Agency – Motion Sickness
Executive Creative Director - Sam Stuchbury
Creative Director - Jordan Stent
Head Of Strategy - Hilary Ngan Kee Senior Account Manager - Priya Marshall
Senior Creative - Will Macdonald
Senior Designer - Hamish Steptoe Creative - Freddy Riddiford
Production Company - Motion Sickness
Director - Sam Stuchbury
Producer - Joseph McAlpine
DOP - Jake Munro
Editor - Jolin Lee
Colourist - Matic Prusnik
Sound Design - BigPop Studios
Photographer - Ben Clement
Secondary Photographers - Matt Hurley, Jordan Stent
Retouching & Post Production - Ring Studio Art Director - Anna Maxwell
Food Stylist - Fiona Hughes Media Company - MBM Business Director - Kaitlin Mitchell
Media Assistant - Melis Shosanya
Head of Strategy - Amy Greene
Social Media Director - Brianna Regester
Activation Studio - Unlabelled Book Packaging - Think Packaging Chef - Jamie Johnston of Everybody Eats
