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.


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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