Escape My House

This week sees the launch of Fire & Emergency NZ's ‘Escape Week,’ in partnership with FCB.

From the 8th to the 15th of February, Escape Week encourages New Zealanders to understand the very real risk of house fires and to create a plan for every member of the household to escape safely, in the event of fire.

The campaign focuses on why New Zealanders need an escape plan and how to create an escape plan.  Communications highlighting the fact that a house fire becomes un-survivable in less than 3 minutes, drive people to Fire & Emergency’s Escape Planning Tool. The step by step process points out potential blind spots in helping people to prepare their own life saving escape plan:

“Using our escape my house tool will make you think about important things that you may not have considered,” says National Advisor Fire Risk Management, Peter Gallagher. “Things like a second exit in case your normal exit is blocked, making sure you know where your keys are if doors are deadlocked and having a safe meeting place for everyone in your household.”

To support the campaign, FCB created a three-minute TVC, which uses a unique soundscape to tell the story of a family trying to escape a house fire and extended its use across radio as well. Partnering with TVNZ, FCB also delivered a first of its kind ad-break takeover. Smoke and flames fill what looks like a normal break of 30” spots from TVNZ and other FCB clients until smoke totally eclipses the screen – demonstrating the speed of fire and the importance of an escape plan.

In addition to the three minute ad takeovers, the promotion of Escape Week included:

  • A partnership with NZME, sharing a story of a real family losing a loved one to a housefire, plus a “Faces of Fire” article featuring NZers who have lost loved ones in a housefire and those who have escaped – to encourage NZers to make an escape plan themselves.
  • A partnership with TVNZ featuring book ends during Breakfast with Matty McLean speaking of the importance of escape plans, throughout Escape Week.
  • “720 word story” full page press ad – telling the story of a house fire breaking out in the middle of the night. The average person can read 720 words in three minutes; the amount of time a house fire can kill you.
  • “Escape the Paper” press executions – the story of a house fire which unfolds over several harrowing pages of the newspaper, helping to build the disorientation of being trapped in a house fire.
  • Digital and social elements – with thought-provoking questions such as ‘what if your way was blocked’?
  • 30” radio and Spotify partnership, exploring the speed of fire.

FCB Executive Creative Directors Peter Vegas and Leisa Wall said “We wanted to build on the work we created last year and thanks to the great opportunities our media people created for us we’ve been able to do that. We’re thrilled with the results.”

Just Smash

Bashing beets, smashing avo and butternutting up brunch with Kraft Heinz.

Just SmashTM is a new range of chunky dips created to help you get gorgeously gourmet any time of day, without needing to get the blender out.

We created a series of deliciously colourful images designed to hero the ingredients for maximum appetite appeal.

Which is your favourite?

Galaxy S10 | S10+ Launch

The Samsung Galaxy S10 unlocks the previously unachievable for Kiwis. We put the Epic Shot Camera to the test, capturing the length of a basketball court in a single shot.

Better Safe than Syphy

With the help of FCB, the New Zealand AIDS Foundation (NZAF) and Durex are setting out to tackle this problem and put it back where it belongs; in the dark ages.

“Syphilis? That’s something from hundreds of years ago, right?” That’s the general reaction when you talk to people about New Zealand’s very real, and very 21st century problem with this archaic sexually transmitted infection (STI).

Syphilis has become such a problem in this country, that it’s now at its highest levels ever. In fact, syphilis diagnoses have increased from approximately 200 in 2014 to over 1,500 last year.  

With the help of FCB, the New Zealand AIDS Foundation (NZAF) and Durex are setting out to tackle this problem and put it back where it belongs; in the dark ages.

“Syphilis is not something many people thought they’d have to worry about in their lifetimes, so there’s a real lack of knowledge about it,” says NZAF Marketing, Communications & Fundraising Manager, Mickey Power.

“People are not schooled up on its symptoms, the way it’s transmitted or how to find out if they have contracted it.

“NZAF is on a mission to end new HIV transmissions in Aotearoa by 2025, which largely affects gay, bisexual and other men who have sex with men. Given 70% of new syphilis cases are also being seen in our communities, we knew we had some work to do increasing knowledge and testing to help keep them safer and bring those new diagnosis numbers down.”

The campaign task is to educate, and that reaction of, “Really? Syphilis is still a thing?” became the insight. 

The campaign focuses on creating a “clash of eras”. We took modern hook-up language and situations, and inserted a character out of time – someone in 16thcentury garb, looking to proposition partners. Modern pick-up lines, such as “Down to f*ck?” have been given a Shakespearean makeover – “Art thee down to fornicate?” Even Kiwi classics took on a dated feel – “Dost thou wanteth a root?”

In the dating app, Grindr, the campaign borrows from the vernacular of the medium, as men-out-of-time proposition users with lines like “Upeth to?” and “May I behold thine aubergine?”

As this campaign is aimed at helping LGBTIQ+ community members play safer, the talent was sourced from these communities. Working with models like drag queen and activist Medulla Oblongata, further added to the authenticity of the message. 

The historic look was achieved in collaboration with the Pop-up Globe Theatre and stylist Lucy Jane Senior. Authentic period costumes were created for each model and Abi Taylor provided era-appropriate hair and make-up, including a bespoke wig made for Medulla in the style of Queen Elizabeth I.

Combine these meticulous details with the artful lighting and skill of photographer Ross Brown, and the result is portraits that look like they stepped out of a 16th century painting, contrasted by undeniably modern backdrops. 

Power continues,“Syphilis is very dangerous and can eventually be fatal if left untreated, so we teamed up with FCB to raise awareness about this outbreak in a way that would get our communities’ attention. Syphilis can often be symptomless – so the main message is for people to get tested regularly.”  

“Realistically, to really make sure we can leave syphilis transmissions in the past, we also need people to embrace safe sex. To further encourage this and keep playing safe front-of-mind, we’ve made thousands of condom wallets with safety messages like, ‘Cloak thy tallywacker’, ‘Wrappeth thy pecker’ and ‘Sheath thy wang’, to be distributed at venues, by order and at community events.”

Tony Clewett, Chief Creative Officer at FCB said, “To halt Syphilis in its tracks, we needed an engaging and thought-provoking campaign that our audience simply couldn’t ignore. I’m thrilled we’ve achieved it with a powerful message that was not only beautifully executed, but brings a smile to your face. A big thanks to everyone who went above-and-beyond to make it happen.”

Kiss Oil Goodbye

This campaign aims to support a more sustainable future by encouraging Kiwis to break up with petrol and diesel vehicles in favour of the growing choice of EV's and other electric transport options.

Tuam Street

A simple, bold and confident design aesthetic, using typography and illustration, was used throughout the whole building to help communicate Vodafone’s brand values

Our task was to express Vodafone’s brand values in a way that would enhance the environment for Vodafone customers, business partners and staff to enjoy.

A simple, bold and confident design aesthetic, using typography and illustration, was used throughout the whole building to help communicate Vodafone’s brand values.

We also used design to create a link between the building, the land, and the people. So we constructed the Vodafone logo entirely out of timber reclaimed from severely damaged buildings in the Canterbury earthquakes – a powerful symbol that shows Vodafone’s commitment to the area, and to the rebuilding process. And to further the link between the brand, the building and the land– Harakeke flax, a special symbol for the local Iwi, is used as a reoccurring motif.

These design aesthetics were rolled out through the entire building, creating a vibrant workspace that has with Vodafone’s brand values front and centre for everyone in the building to enjoy.