Tom Sainsbury reprises Snapchat skills for smoke alarm message

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Comedian Thomas Sainsbury became a talking smoke alarm in the new campaign currently capturing eyes and minds for Fire & Emergency New Zealand, via FCB, to encourage Kiwis to check their alarms.

Mel Weddell, from Fire & Emergency New Zealand, says in over 80% 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,” he said.

The campaign connected with Sainsbury’s politician impersonations filmed via Snapchat.

The timing was ideal for Fire & Emergency New Zealand as daylight saving weekend is traditionally associated with checking smoke alarms and changing the clocks.

Fire & Emergency New Zealand is keen to continue and FCB senior creative Murray Watt says “when election night hijacked daylight saving, the commercial hijacked election night coverage with a groundbreaking, disruptive, fully integrated, trans-media communication platform – a talking smoke alarm”.


Client: Fire & Emergency New Zealand
Agency: FCB
Writer: Tom Sainsbury
Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Creative Services Director: Jenni Doubleday
Senior Creative: Murray Watt
Creative: Christiaan van Noppen
Studio Director: Simon Pengelly
Studio Production Manager: Hylda Von Dincklage
Designer / Digital Mac Operator: Carl Ceres
Head of Content: Pip Mayne
Producer: Rebecca Casey
DOP & Photographer: Mike Braid | FCB Content
Editors online: Blair Walker, Corban Koschak, Will Brown
Head of Account Service: Matt Scott
General Manager of Wellington: Sean Keaney
Account Director: Katya Frolova
Account Manager: Emilie Watts
Creative Services Assistant: Emma Murton
Chief Strategist: David Thomason
Head of Strategy – Media: Anne Lipsham
Senior Strategist: Carl Sarney
Group Business Director – Media: Daniel Currin
Digital Group Business Director: Steph Pearson
Media Director: Alice Franklin
Digital Account Manager: Kristy McAfee
Senior Account Executive – Media: Gaby Johns
Digital Account Executive – Media: Merlyn Mathew
Client: Fire and Emergency New Zealand
Client Name: Mel Weddell
Client Name: Craig Pearce
Production Company: FCB
Production Company Director: Pip Mayne
Production Company Producer: Rebecca Casey

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