Reclaiming "manspace" underpins a new Leo Burnett Melbourne campaign for Berger paving paint. In a world where homes and inside spaces are seen to be the traditional domain of women, the campaign sets up the new men's movement with an experiential pitstop outside the country's busiest shopping centre in Chadstone.

The spot portrays over-the-top feminine interior rooms and groups of men for whom creating a patch of painted concrete in the backyard is a "manspace" to which they all aspire.

The 'inspiration centre" was marked out with Berger paint and clad with signs such as Man drop off and pick up point, Because men dont shop and It's like a creche for men but more awesome.

Filled to the brim with items that apparently attract men –  short skirted promo girls, cold beer, deckchairs, girly and hunting magazines, tv sport and manapes from the barbecue -  all manner of things paving related were presented in the take home man bag.

In the war of personal space, the campaign, with considerable albeit stereotypical humour, encourages men to create their own - no doubt considered by some to be a good thing.