Motion Sickness has won a Global Grand Effie at the Best of the Best Effie Awards for its ‘You’re Cooked’ campaign for Fire and Emergency New Zealand.
Now in its third year, the ‘You’re Cooked’ platform continues to drive positive behaviour change across the country.
After winning Gold and the ‘Hardest Challenge’ at the Aotearoa Effie Awards, the campaign has now achieved global recognition.
Recognised in the Government, Institutional and Recruitment category, it has cemented its status as one of the world’s most effective ideas.
The Effie Awards are the global benchmark for marketing effectiveness. They honour campaigns that not only move people emotionally, but also shift the needle commercially or socially – the ideas that work.
This level of recognition puts Motion Sickness in rare company.
Creativity that drives change
‘You’re Cooked’ tackled a uniquely Kiwi problem: the high number of house fires caused by people trying to cook while drunk.
Instead of telling people what not to do, the campaign presented a humorous yet deeply practical solution – a no-heat cookbook with recipes for when you’re too cooked to cook.
Amanda Duncan, national manager communications and engagement at Fire and Emergency New Zealand says: “Seeing this campaign recognised on the global stage means so much to our team.”
“It speaks volumes about the power of an idea that is born from real insight and delivered with creative bravery.
“‘You’re Cooked’ has already had a tangible impact in communities across Aotearoa. And this award is a proud reminder that the work we’re doing here matters.”
Motion Sickness head of strategy Hilary Ngan Kee adds: “From the start, this campaign was about cutting through – grabbing attention in a way that felt real, human and empathetic.”
“It proves what we believe at Motion Sickness: that bold, creative ideas can shift behaviour, and in this case genuinely make people safer.
“To have that recognised on a global stage is huge – for us, and for everyone who backed it.”
