天美棋牌

sencka膽
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
in association with
Group745

Motion Sickness Tells Kiwis: 'What to Cook When You're Cooked'

02/12/2022
612
Share
The agency is launching a new campaign for Fire & Emergency New Zealand, and spoke to 天美棋牌's Delmar Terblanche about just how they put it together


Fire & Emergency New Zealand this week launched You鈥檙e Cooked; an integrated public safety campaign that gives New Zealand鈥檚 鈥榰nder the influence chefs鈥 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.

鈥淚t's easy to get distracted if you're drunk or high, and that's why cooking on the stove so often leads to disaster,鈥 says Steph Rotarangi deputy chief executive. 

鈥淭his is not the first time we have tackled this issue through our social marketing, but our old 'Don't drink and fry' platform needed an original modern take to fit today's audience.

Developed in collaboration with Chef Jamie Johnston of Everybody Eats, the recipes come from the world of our under the influence chefs. Toast Sandwich, Jacked Fairybread, Not-Fried Rice and Kiwi Onion Carbonara are but 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). 


天美棋牌's Delmar Terblanche spoke to Motion Sickness ECD Sam Stuchbury to get some more insight into just how this campaign was put together.

天美棋牌> Tell us about collaborating with Jamie Johnston? What did he bring to the table? (badum-tish)

Sam> Working with Jamie to create the recipes allowed us to really find some unique dishes using the ingredients found in most fridges. Jamie is the Executive Chef at Everybody Eats, a charity that serves restaurant quality meals made from rescued, perfectly good food that would otherwise go to waste. Jamie鈥檚 innovative background felt like natural fit when it came to designing delicious food for the cooked, who most probably only had the basics at home.

天美棋牌> How is the campaign strategy different for the various different media channels?

Sam> We had a broad variety of channels for the campaign, and we wanted to make sure the creative was bespoke to each. Our audience don鈥檛 typically engage with fire safety messages. This needed to feel more like a world of entertainment and recipe content, than an ad campaign.

A heavy digital video focus leads the campaign. This is through social media and SVOD, in particular TikTok, as our main target audience skews younger. We used short form videos of the drunk public, testing the recipes in our downtown pop-up kitchen, on camera. Short form, hooky and something that doesn鈥檛 really feel anything like an 鈥榓d鈥. The unpredictability of the action draws you in, to see what will happen next. It鈥檚 that same sense of unpredictability that starts breaking down the barrier that a house fire will 鈥榥ever happen to me鈥.

As for outdoor, we used imagery from the cookbook in high-dwell sites to present different recipes, serving the irrisistable food on a platter. For wider digital, a custom micro-site, curated Instagram feed and digital book allow people to really delve into the cook book, which is punctuated with safety messages. Finally, the limited edition physical book is being used for an influencer campaign, online giveaways and for media partnerships. With big multi channel campaigns creative can get messy, however having the 鈥淵ou鈥檙e Cooked鈥 book underpins the whole project and keeps it on track. Everything is tied together with a nice greasy bow.

天美棋牌> Have you tried any of the recipes? Any favourites?

Sam> A favourite for me is probably the Toast Sandwich. Putting buttered toast within two slices of non-toast (bread) is the innovation the world right now needs. It鈥檚 also pretty irresistible to anyone even slightly cooked.

Why a recipe book? What sets this one apart from previous, similar fire safety campaigns?

Sam> It wasn鈥檛 necessarily about the recipe book, but the opportunities the recipe book allowed us. Other fire safety campaigns have focused more on unpacking the safety messages, in a logical, yet emotionally connective way. However, this campaign was intended to reach an audience disengaged with these kinds of fire safety or prevention messages. It鈥檚 a group who feel a house fire isn鈥檛 going to happen to them, and they鈥檇 rather not stress about it. The recipe book was the launch pad for entertaining content that builds relevance, provides a solution, and engages in a non-threatening way.


鈥淚n a perfect world, people wouldn鈥檛 get drunk or high, but that鈥檚 simply not the world we鈥檙e living in,鈥 says Hilary Ngan Kee Head of Strategy Motion Sickness 鈥溾榊ou鈥檙e Cooked鈥 was wholly designed to function in the real world. That鈥檚 a world where people do things they鈥檙e not meant to do, they live in the here and now, and when they鈥檙e hungry, they鈥檙e 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.鈥  

In a rollout across digital, social, and outdoor platforms, 鈥榊ou鈥檙e Cooked鈥 centres around a one-of-a-kind cookbook; a buffet of crafted and considered recipes that don鈥檛 require the use of an oven or stovetop.

鈥淔rom the inception of the 鈥榊ou鈥檙e Cooked鈥 platform, we knew a little bit of smoke and mirrors wasn鈥檛 going to cut the mustard when speaking to our under-the-influence audience - the campaign had to live and breathe in their world.鈥 says Jordan Stent Creative Director Motion Sickness. 鈥淚t鈥檚 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.鈥

The second stage of the campaign then took the suite of curated recipes into the field to be tested by real, cooked people on the set of a custom You鈥檙e Cooked Test Kitchen.

Unveiled in Britomart Square, during a churning Friday night, the amateur chefs donned both toque and apron before becoming the hosts of their own booze soaked cooking show. Forgoing the allure of the golden arches or tinfoil clad kebab, the chef's fire-free victory lap of the kitchen and journey from cooked to contented is captured in a series of lively videos, each showcasing the method behind one of the book鈥檚 many recipes.

You鈥檙e Cooked is live from 27th November to 7th January across social, online video, programmatic display, out of home, digital audio and influencer activity.


Credits
SUBSCRIBE TO 天美棋牌鈥橲 newsletter
FOLLOW US
天美棋牌鈥檚 Global Sponsor
Language:
English
漏 2005-2023 天美棋牌Privacy and Cookie PolicyTerms and Conditions
v10.0.0