They're up the pole in Cape Town

Pole dancing was once the exclusive domain of exotic dancers, but now even Marge next door is trying it. Ordinary women of all shapes and sizes are discovering that pole dancing not only makes them look and feel sexy, but offers a strenuous fitness workout – and is a whole lot more fun than sweating it out on the treadmill at the gym.

Kink, an adult store that sells lingerie, adult toys and novelties to Capetonians, wanted to communicate their on-going pole dancing lessons in a unique way to women who needed a gentle nudge in the right direction, but the store didn't want a campaign that would be intrusive.

To find the answer to what sort of campaign they should create, the JWT creative team of Conn Bertish (creative director), Dylan Kidson (copywriter) and Brenton Bubb (art director) looked out of their window, saw poles of every description lining the street and said: “That's it!”

They selected poles near selected venues, such as bars and clubs, added chalk drawings on the pavement to illustrate steps in the manner of traditional ballroom dances like the waltz or the foxtrot, and the simple yet effective campaign was complete.

So if you're in Cape Town this festive season, don't be surprised to see women here and there – tall, short, slim, er… comfortably enhanced… trying their hands and legs at pole dancing.