Fire & Emergency NZ launches lithium-ion battery fire warning labels’ campaign via Motion Sickness & MBM

AUCKLAND, Tuesday: Fire & Emergency New Zealand, with creative indy Motion Sickness and media agency MBM, have released a new campaign to raise awareness of fires caused by our everyday rechargeable items that are powered by lithium-ion batteries – a globally rising trend.

Shot in studio with pyrotechnics to simulate a lithium-ion fire, as real lithium-ion battery fires are too volatile and unpredictable.

“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 this being a relatively unfamiliar danger, there needed to be a way to immediately establish danger.”

“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 & 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

Client: Warning labels
Marketing Manager: Kelley Toy
Marketing Advisor: Craig Pollock
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 agency: Motion Sickness
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

• motionsickness.co.nz