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Gluttony and lust collide as K’Rd campaign tempts visitors to Eat It

July will be anything but dry on Auckland’s Karangahape Road, as a saucy OOH campaign from Motion Sickness kicks off Eat It: a restaurant month with a hedonistic twist.

From July 1, posters on a food and kink theme will be up on K’Rd – which has long been the intersection of gastronomy and sex in Aotearoa. Eat It, Karangahape Road’s first ever ‘restaurant month’ celebrates both of these aspects.

Pleasure and pain feature in Motion Sickness’ new OOH campaign for Eat It

The richly stylised and suggestive imagery nods to the world of BDSM, which has thrived on Karangahape Road for decades. Gimp suits, spaghetti whips and stiletto heels all feature in the campaign, prodding at ideas of food and sex. Paraphernalia from several famed sexual institutions of the street feature in the shots.

Eat It imagery features items from shops on Karangahape Road

Two of the greatest sins

Taking place throughout July, restaurateurs up and down the 1km strip are celebrating two of the greatest sins: lust and gluttony.  More than 20 food and drink-fuelled events kick off from today, catering to every culinary kink and fantasy. One-off cocktails and culinary creations nod to the sexual prominence of the iconic road.

The campaign runs across Auckland OOH, press, social and digital channels. For more info about Eat It, visit: karangahaperoad.com/eat-it or search @kroad on socials.

Eat It, Karangahape Road’s restaurant month runs during July

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

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