Motion Sickness 44 Unlabelled Studios 2 You're Cooked: Test Kitchen

  • 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, Joseph McAlpine, Jolin Lee, Anna Maxwell
  • Kaitautoko / Contributors
    Melina Fiolitakis, Fiona Hugues, Jamie Johnston, Kelley Toy, Ashleigh Romanos, Samantha Stewart, Luke Burgess, Jake Munro, Matic Prusnik, BigPop Studios
  • 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.

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.

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 TikTok, 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.