‘Eat It’ – Karangahape Road Celebrates Hedonistic Past & Present With Restaurant Month Campaign

A provocative OOH campaign from Motion Sickness kicks off an inaugural restaurant month.

Images via Motion Sickness

A new campaign, “Eat It: Karangahape Road,” celebrates a hedonistic past and present for the inaugural restaurant month, via Motion Sickness.

The campaign notes that in addition to its history of provocative attitudes and powerful sexuality, the storied Road also has a rich culinary past and present. Eat It, Karangahape Road’s first-ever iteration of a ‘restaurant month’ exists at the merging point of these two facets.

“The richly stylized and suggestive imagery serves as a nod to the world of BDSM and kink, which for decades has thrived on Karangahape,” said a release.


 

“Marked by dark leather, spaghetti whips, and stiletto heels, the images prod at our conceptions of food and sex, whilst also featuring paraphernalia from several famed sexual institutions of the street.”

Taking place throughout July, restaurateurs up and down the 1km strip are celebrating the pairing of the two greatest sins, lust and gluttony. The schedule of 20+ food and drink driven events over the course of July, catering to every culinary kink and fantasy. With one-off cocktails and culinary, each is a nod to the sexual prominence of the iconic strip.

As the website describes it: “Open wide, Auckland. It’s time to submit to your deepest, darkest hunger this July for the first ever edition of Karangahape Road Restaurant month; Eat It.”


 

The campaign runs from July 01 across Auckland OOH, press, social and digital channels.


Credits

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

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