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.
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