Finalist Pitch-Out of Home Campaign Challenge

Beat the Heat with Native

NYU SPS x OUTFRONT Media—Marketing in Motion Challenge 2026

A transit-first, out-of-home campaign strategy for Native Deodorant, built for the NYC summer commuter experience.

Developed as part of the Marketing in Motion Challenge—a multi-round industry competition in partnership with OUTFRONT Media—this campaign centered on a simple truth: NYC summers are the pits of hell, and Native saves you.

The campaign was anchored by two core tactics: The (Arm) Pit Stop, a giant Native deodorant IRL sampling activation deployed at high-traffic subway stations, and a Cards Against Humanity-style interactive DOOH experience using real-time temperature and humidity data to ask commuters: "NYC Heat feels like: ___", with voting options like "an underground sauna," "the gates of hell," and "a hot yoga class I didn't sign up for."

Built as a full-funnel strategy, the campaign included a phased media plan across OUTFRONT's NYC transit network, a home-to-store conversion journey, a customer persona framework, and a SWOT analysis that two judges independently called exceptional.

Team: Vanessa Marquez-Kramme, Camilla Noel, Faeid Hassan, Apollo Cameron, Alyssa S. Byam

Result: Finalists, Spring 2026