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

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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.

Toast Sandwich, 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).

We then took the suite of curated recipes into the field to be tested by real, cooked people on the set of a custom You’re Cooked Test Kitchen.

Unveiled in Britomart Square, during a churning Friday night, the amateur chefs donned both toque and apron before becoming the hosts of their own booze soaked cooking show. Forgoing the allure of the golden arches or tinfoil clad kebab, the chef’s fire-free victory lap of the kitchen and journey from cooked to contented is captured in a series of lively videos, each showcasing the method behind one of the book’s many recipes.