This award-winning campaign was developed when our partner at Wayne Fueling Systems said they wanted a campaign for their new global fuel dispenser that was “way outside” the box. BTW, this is the best type of work when we are forced to stretch our creative thinking. We came up with one concept in particular that stood out above the rest, Marilyn Monroe. The reason we kept coming back to this was that Wayne takes a lot of pride in the craftsmanship of their products. It’s not only what you see, but a lot of what you don’t see which makes the quality of their products so good.
We used the scene from the 1955 film “The Seven Year Itch” where Marilyn Monroe has her dress slightly blown in the air on a subway grate. This “iconic” scene is renown worldwide and is immediately identifiable which gives us the ability to play with it a bit. We wanted the audience to know that the beauty of this product is not only in what you see but also in what you don’t. We did various versions for their global audiences and the concept was applauded throughout the fueling industry as well as won an international marketing award.
The client liked the concept so much that further product launches were to be done in this “iconic” style. We used Muhammed Ali and Neil Armstrong as our muses for other products and they came out great!