Tom Sainsbury lends his Snapchat skills to Fire and Emergency New Zealand

Comedian Thomas Sainsbury has transformed himself into a smoke alarm and a barbecue in a new campaign for Fire and Emergency New Zealand, via FCB, to encourage Kiwis to check their alarms.

Consisting of a series of 15- and 30-second videos for TV and online, the campaign has Sainsbury ‘face swapping’ between a smoke alarm, barbeque, frying pan and mouse to tell witty tales about their roles in house fires.

Mel Weddell, from Fire and Emergency New Zealand, says in over 80 percent of fatal fires, smoke alarms are either not installed or not working and it’s vital that it continues to drive awareness around the importance of checking and replacing them.

“This campaign has allowed us to deliver the message in a different way which will hopefully urge more people to action.”

The campaign is a twist on Sainsbury’s recent political impersonations filmed via Snapchat that saw him aim a few satirical barbs at politicians in the lead-up up to the election. However, as voting came to an end on Saturday night, he swapped to his new roles.

It was also well timed for Fire and Emergency New Zealand as daylight saving weekend is traditionally associated with checking smoke alarms as the action goes hand-in-hand with changing the clocks.

It’s an association that Fire and Emergency New Zealand is keen to continue and FCB senior creative Murray Watt says when election night hijacked daylight saving, it hijacked election night coverage with a groundbreaking, disruptive, fully integrated, trans-media communication platform – a talking smoke alarm.

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