A provocative product and a small budget have inspired The Core Agency to create a humorous campaign. The product is Australian Exhibition Group’s Sexpo, which opened in Sydney on Friday October 28.

The idea uses life-size chalk drawings of people sprayed onto the pavement, each one drawn around an impressively large, upright metal ‘pole’. The campaign placement takes interesting positions around Sydney’s Central Station and will remain up until the event finishes, or some wowser complains…

The Core Agency approached Street Fighter Media to activate the campaign as it has quite a reputation around town for pulling off this kind of ambient production. The special process the group uses to spray the stencil onto the pavement means it can stay up for days, if not weeks.

Sexpo is the largest and longest-running adult exhibition in the world. It aims to satisfy curiosities, frolic with fetishes and flirt with a tantalising diversity of education and entertainment exhibitors – by creating a vibrant and safe environment for fun-loving adults. The campaign aims to broaden its appeal as well as drawing attention to the event which is running in Sydney October 28-30 at the International Convention Centre before moving to Melbourne in November.

Christian Finucane, founder and creative partner of The Core Agency, stated, “Without a budget for traditional media our challenge was to come up with an idea that was simple to produce, and that people would want to share.”

Kevin Mack, chief executive officer of Australian Exhibition Group & Sexpo, added, “When The Core Agency showed me the idea I laughed out loud and knew we had to make it happen. It’s great fun and will appeal to the broad range of people who are curious about visiting Sexpo.”

Credits:

Client: Australian Exhibition Group (Sexpo)
Chief Executive Officer: Kevin Mack

Agency: The Core Agency
Founders & Creative Partners: Christian Finucane & Jon Skinner
Senior Copywriter: Kevin Macnamara
Art Director: Christian Finucane
Illustrator & Designer: Steve Thurlby
Group Account Director: Sid De

Photographer: Michael Malherbe
Activation: Streetfighter Media