Motion Sickness 44 You're Cooked

  • Pou Auaha / Creative Directors
    Jordan Stent, Sam Stuchbury
  • Pou Rautaki / Strategic Lead
    Hilary Ngan Kee
  • Pou Taketake / Cultural Lead
    Katene Durie-Doherty
  • Ringatoi Matua / Design Director
    Hamish Steptoe
  • Kaituhi Matua / Copywriter Lead
    Will Macdonald
  • Ngā Kaimahi / Team Members
    Freddy Riddiford, Priya Marshall
  • Kaitautoko / Contributors
    Ben Clement, Matt Hurley, Hannah Lawless, Melina Fiolitakis, Fiona Hugues, Jamie Johnston, Lindsay Yee
  • Client
    Fire and Emergency New Zealand

Unattended cooking is the leading cause of house fires in New Zealand, with 1 in 4 house fires starting in the kitchen, and 50% of all fatal house fires involve alcohol or drugs.

However, 25% of young 'disengaged' kiwis don’t see this issue as a risk at all.

FENZ needed an unconventional and disruptive campaign for this audience, as the past 5 years of safety messaging had been completely ineffective.

The challenge was to frame fire cooking safety with a positive approach that made it relevant and relatable, and the associated safe behaviour easy to adopt.

It was clear our audience weren’t going to listen if we told them to stop cooking while they’re drunk or high, and while we weren't tasked with reducing instances of drinking or smoking, it was our job to stop them from frying afterwards.

This insight led us to think, what if we give them something to make that is a lot safer than frying? And what if that something gave us an authentic ‘way in’ to educate them?

Enter 'You're Cooked'.

The campaign orbited around a 'Cooked Book'; a buffet of fire-free recipes that don’t require an oven or stovetop, for all of the at-home chefs under the influence. Not-Fried Rice, Chugget Sandwich and Sauced Kebab are just a few of the safe dishes to cook when drunk or high, helping people safely satisfy their late night cravings (without burning the house down).

‘You’re Cooked’ needed to live in the world of the young and 'disengaged'. An uninhibited reality, where drunk and hungry people WILL eat. So our communications and visual language leant into this world of amateur chefs under the influence. Instead of hard-hitting scare tactics, we used humour and realism to make fire safety fun and enjoyable, while sharing skills to prevent fires from happening in the future.

The Cooked Book became the foundational piece of the campaign to deter unsafe and unattended cooking, however the biggest challenge was getting our audience to actually pay attention and engage.

So, unveiled in Britomart Square late on a Friday night, we invited real, cooked people onto the set of a custom test kitchen activation. Intoxicated revellers became the host of their own amateur cooking show, and helped prove the effectiveness of our safe recipes.

The resulting suite of video content was primed for sharing on Tik Tok, wider social and paid SVOD, and helped overcome the inherent disinterest in fire safety, leading to extremely high engagement.

The creative platform also enabled FENZ to partner with their audience to adopt and spread the campaign message wider, while The Cooked Book proved to be a strong central device for the dissemination of the campaign messaging across numerous communication platforms.

After years of flat-line results and continued disengagement, this campaign finally struck a chord in our fickle audience with impressive impressive results:

14,000,000+ campaign impressions
Over 3000 Social reactions and 1500+ shares
35,000+ Cooked Book views
650,000+ video views on Tik Tok

Most importantly perceptions have changed dramatically; the percentage of Disengaged agreeing there is a high or extreme risk of cooking while drunk or high increased by 12 percentage points to almost eight out of ten respondents, while all other segments stayed the same.

The ultimate goal was to see a behavioural change in leaving cooking/frying food unattended among our young Disengaged segment. Behaviour is notoriously hard to change and we anticipated it would take some time to see improvement on these measures.

The Kantar tracking results show otherwise; there were large and significant reductions in both leaving frying food unattended (-7%) and leaving a pot of food cooking on the stove top unattended (-14%) by our Disengaged segment, a phenomenal achievement.

See the full campaign: