To promote the Sexpo 2022 event in Sydney, The Core Agency has hooked up with the event owner, Australian Exhibition Group.
The campaign uses humour to deliver on Sexpo’s desire to broaden its appeal as a fun and entertaining event for adults.
We developed creative work designed to make a big impact on a limited budget. 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…
We approached Street Fighter Media to activate the campaign as they have quite a reputation around town for pulling off this kind of ambient production. The special process they use 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. It runs in Sydney from October 28-30 at the International Convention Centre before moving to Melbourne in November.
Christian Finucane, Founder & Creative Partner of The Core Agency said, “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, CEO of Australian Exhibition Group / Sexpo said, “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
Brand: Sexpo
CEO: Kevin Mack
Agency: The Core Agency
Founder & Creative Partner: Christian Finucane
Founder & Creative Partner: 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