A candid photo of Marilyn and husband Arthur Miller grabbing snacks outside Battery Park – originally captured by their friend Sam Shaw for a Look magazine layout – will be the focus of a pop-up event in New York this weekend, ADWEEK reports.
“Coca-Cola partnered with Time Out to create a new travel guide of food destinations inspired by culture and entertainment.
The beverage brand and the media company produced an interactive map of ‘Foodmarks,’ 413 places around the world that have hosted memorable meals paired with Coke over the decades. The campaign, a continuation of last year’s ‘Recipe for Magic,’ also involves five immersive experiences re-creating moments from entertainment that featured the beverage.
Developed by WPP Open X led by Ogilvy, the effort will kick off Feb. 16 and 17 in New York with a nostalgic experience inspired by a famous 1957 photo of Marilyn Monroe stopping Manhattan traffic to enjoy a hot dog and Coke from a street cart. The event will include theatre, dance, shops and a virtual Monroe brought to life through artificial intelligence.
The photograph of Monroe served as the initial inspiration for Foodmarks, Coca-Cola senior global creative strategy director Islam ElDessouky told ADWEEK.
‘This triggered us to think we are probably in thousands, if not millions, of moments that people can relate to,’ ElDessouky said. ‘The idea became to introduce the world to something like the Michelin Guide in terms of guiding people to certain places. But we want it to be very accessible.’
The campaign will continue throughout the spring with four more Foodmarks events.”
Although Marilyn never endorsed Coca-Cola in her lifetime, LIFE photographer Edward Clark’s 1953 shot of her sipping a Coke on the Gentlemen Prefer Blondes set was previously used in a 2015 ad campaign.
UPDATE:
Marilyn’s ‘foodmark’ is now online – see here.
The Marilyn Report 