December 25, 2024

Programmatic

In a world where nearly everyone is always online, there is no offline.

Motion Sickness and MBM add spark to battery fire awareness campaign

Fire and Emergency New Zealand, via Motion Sickness and MBM, has launched a new campaign to raise awareness about the increasing trend of fires caused by everyday rechargeable items powered by Lithium-Ion batteries.

With this being a relatively unfamiliar danger for people and their familiar items, there needed to be a way to immediately establish danger. So Motion Sickness hijacked the simple and sterile nature of Warning Labels, a language universally understood. The campaign adopts the cold visuals of cigarette pack health warnings as well as their direct and jarring language. Shot in studio with pyrotechnics to simulate a Lithium-Ion fire, as real Lithium-Ion battery fires are too volatile and unpredictable.

With simple messaging focusing on behaviours around charging our everyday items, ‘Warning Labels’ looks to establish Lithium-Ion battery fire danger in a hard-to-miss and easy-to-get way.

Motion Sickness worked with Fire and Emergency and media partners MBM to promote the campaign across OOH, social video and radio channels, with contextual OOH around certain items. E-bike and E-Scooter warning messages will feature on digital e-charging station screens, and vape warning messages will feature in a special-build vape display.

Radio for the campaign takes an alternative approach – adopting comically overt advertising and an ASMR style to set up the danger in everyday items.

‘Warning Labels’ is live throughout October and November.

Credits:

Fire and Emergency team: 

Marketing Manager – Kelley Toy

Marketing Advisor – Craig Pollock

Plus, many technical & subject matter advisors across the organisation 

Executive Creative Director: Sam Stuchbury

Head of Strategy: Hilary Ngan Kee
Head of Production: Joseph McAlpine

Account Director: Priya Marshall

Designer: Vincent Lowe
Designer: Nick Jamieson

Artwork Designer: Moana Peterson

Strategist: Chelsea Knowles

Creative: Freddy Riddiford

Creative: Schumacher Leona

Media Partner: MBM

Managing Director – Annabelle Wilkinson

Business Director – Kaitlin Mitchell

Junior Planner/ Buyer – Melis Shosanya

Strategy Director – Josh Hogg

Photography: Toaki Okano
Set Art Director: Dion Boothby

Sound Recording: BigPop Studio

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