ROAD is here. The new fragrance by Karangahape.

Moving from business to business over 40 days, ROAD is available exclusively on Karangahape. Release locations are posted on @kroadnz Instagram story daily.

All proceeds go directly to Life Wise.

The campaign, created by Motion Sickness, features a series of local Karangahape Road business owners.

Karangahape Road Business Association returns with a second coming of its ‘Be Our Guest’ domestic tourism platform, this time reappropriating the strip's worst online reviews alongside a series of distinctly Karangahape portraits shot exclusively on 35mm film. 

Perhaps Aotearoa’s most notorious and intriguing street, Karangahape Road is often the target of negative stereotypes and snobbery. Celebrated for its rough edges and idiosyncratic character by most, it proves to be a cause of serious frustration for others, resulting in an abundance of unintentionally hilarious appraisals of the street's unique offering.

The campaign, created by Motion Sickness, features a series of creative, each pairing a real online review with a scene from a local business.

The Karangahape Road Business Association and Motion Sickness have launched the new ‘BE OUR GUEST’ campaign; a tongue in cheek response to the tourism industry's tired clichés and a celebration of local business. The talented team at Motion Sickness have taken the tourism industry head on by juxtaposing shamelessly corny tourism industry tropes with a series of gritty, no frills Karangahape Road portraits.

This is an unapologetic celebration of the precinct's iconic people, places and energy.

AWARDED

• One of the top 6 campaigns of the week globally, as awarded by BestAdsOnTV.com
• Winner of 2x silver Axis awards: The first for Art Direction/Typography category and the other in the Out of Home category.
  

CREDITS:

Karangahape Road Business Association Team: Jamey Holloway, Lisa McMillan.
Executive Creative Director: Sam Stuchbury

Creative/Photographer: Freddy Riddiford

Graphic Designer: Nick Jamieson

Head of Media: Josh Hawke