Outdoor ad: Fire and Emergency New Zealand: You're Cooked

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In New Zealand, one in four house fires start in the kitchen, and half of all fatal house fires involve alcohol or drugs.

Fire and Emergency New Zealand needed a campaign that lived and breathed in the world of the young and disengaged, as their existing messages around fire safety weren't reaching them.

So we created a cookbook for all of the at-home chefs under the influence. A buffet of crafted and considered recipes that don’t require the use of an oven or stovetop.

Recipes developed in collaboration with Chef Jamie Johnston of Everybody Eats, 'You’re Cooked' embraces the often resourceful methods and inclinations of intoxicated home cooks.

The recipes were then released across outdoor media across Aotearoa – Uncanned Beans, Jacked Fairy Bread, Not-Fried Rice and Kiwi Onion Carbonara are but some of the many fire-free offerings that illustrate the plethora of ways to safely satisfy the late night cravings (without burning the house down).