The Best Media Ideas Show up in the Right Moment

We’ve been working with MBM on a distinctive winter extension of Fire and Emergency New Zealand’s “You’re Cooked. Stay Off the Stove” campaign, designed to tap directly into rugby culture and high-risk environments.

The idea centred on custom ‘crazy mirror’ executions inside rugby club bathrooms, positioned along the bar-to-toilet journey where attention is high and the message is most relevant. These weren’t decals, but purpose-built warped mirrors that distort reflection, bringing the “You’re Cooked” idea to life in a way that feels immediate and hard to ignore.

The campaign has been running for a number of years, but this execution focused on evolving the platform into a venue-led format that would make the message land harder, not just reach more people. Rugby clubs proved the ideal environment, offering both contextual relevance and unavoidable dwell time.

Kaitlin Mitchell, Business Director at MBM, said: “For us, it’s about finding the intersection of context, behaviour and creativity. The CARTEL Media mirrors bring all three together, ensuring the message lands in a moment where it feels relevant, personal and harder to dismiss.”

The result is a simple but highly effective piece of media – turning a familiar, everyday moment into something unexpected, where the safety message is experienced rather than just seen.

It’s a strong reminder that great venue media isn’t just about scale, but about placing creative in the moments where it has the best chance of being noticed and remembered.

PHOTOS – Ponsonby Rugby Club & Otahuhu Rovers RLC