K’ Road’s Eat It serves up sensation

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AUCKLAND, Today: Karangahape Road is diving into its hedonistic roots with a bold new campaign for its first restaurant month, via Motion Sickness, called Eat It.

The new out-of-home campaign is an ode to Karangahape Road, a long-standing intersection of gastronomy and sex in Aotearoa.

Karangahape Road’s history of provocative attitudes and powerful sexuality is matched by its rich culinary past and present. Eat It is the road’s first-ever ‘restaurant month,’ merging these two facets.

The richly stylised and suggestive imagery nods to the world of BDSM and kink, thriving on Karangahape for decades. Dark leather, spaghetti whips, and stiletto heels feature, poking at our concepts of food and sex. The images also include paraphernalia from several famed sexual institutions of the street.

Throughout July, restaurateurs along the 1km strip are celebrating the pairing of lust and gluttony. The schedule includes over 20 food and drink events, catering to every culinary kink and fantasy. One-off cocktails and dishes nod to the strip’s sexual prominence.

The campaign runs from July 1 across Auckland OOH, press, social, and digital channels.


Client: Karangahape Road Business Association
General Manager: Jamey Holloway
Marketing Manager: Lisa McMillan

Creative Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury
Creative Copywriter: Freddy Riddiford
Senior Designer: Hamish Steptoe
Senior Creative: Melina Fiolitakis
Digital Media Planner/Buyer: Ella Liddell
Senior Media Planner/Buyer: Shannon O’Connell

PR Agency: DIG PR
Director: Leni Ma’ia’i
Account Manager: Daniel Smith

Photographer: Matt Hurley
Stylist: Katie Melody Rogers
Photography Assist: Josh Szeto
Food Stylist: Fiona Hughes
Production Coordinator: Abigail Lee

Special thanks to the Karangahape Road business community, NZPC & Basement.

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