This isn’t a completely new idea. It’s a reworking of something I had been thinking about a while back—how to promote Karangahape Road as a place while also promoting the tees we had available through the store.
When we had a store in the area, K’Road was never just the address. It was part of the identity: the people, food, music, fashion, late nights and the constant mix of cultures and characters moving through it. The street already had a voice, so the campaign didn’t need to explain too much. It just needed to speak in a way that felt direct, local and slightly cheeky.
For this 20-minute challenge, I pulled that older thought back out and pushed it into a simple outdoor campaign. The first billboard uses the familiar arched K’ROAD lettering with JUST KEEP DRIVING underneath—pointing people toward the street without over-selling it. The second stretches Karangahape around the corner of the Great North Road digital billboard and finishes with YOU MADE IT.
The idea is deliberately simple: use the name of the place as the hero. The typography becomes a landmark, the billboard becomes a piece of wayfinding, and the humour gives people something memorable without forcing a big campaign message onto it.
It also connects naturally back to the clothing. The Karangahape and K’ROAD pieces were another way of carrying the street’s name beyond the shop—part souvenir, part local uniform and part celebration of an area that has always had its own energy.
Twenty minutes, one old idea rehashed, and a reminder that sometimes the strongest campaign is already sitting in the name.