Campaign Design
A collaborative marketing campaign to reintroduce the classic film Some Like It Hot to a millennial audience through campus screenings and lifestyle brand partnerships.
Client
Ringling College of Art & Design
Year
2018
Services
Marketing, Advertising
Tools
Adobe Illustrator, Photoshop
Challenge
Classic films often struggle to connect with younger audiences who may see them as culturally distant or visually outdated. In a marketing strategy course, our team was tasked with developing a campaign to reintroduce a classic black-and-white film to a millennial audience. We selected Some Like It Hot starring Marilyn Monroe and explored how its humor, iconic imagery, and cultural legacy could be reframed to resonate with contemporary college audiences.
Solution
Develop a campus-focused marketing campaign centered around special screening events at universities. To extend the reach of the campaign and meet audiences in familiar lifestyle spaces, we proposed strategic brand partnerships with Starbucks, Forever 21, and Sephora, supported by concept designs for merchandise, cosmetics packaging, and limited-edition café products.
Results
The campaign demonstrated how a classic film could be reintroduced to a younger audience through lifestyle branding, experiential events, and cross-brand collaboration. By combining campus screenings with fashion, beauty, and café partnerships, the concept created multiple touchpoints that connected the film’s iconic imagery with contemporary consumer culture.
