The Campaign
reimagining modern provocation
The challenge for the coming spring of 2016 was clear, how do we connect with the youthful consumer? Building off of the brands existing marketing frame work, we created the actionable I ____ in #mycalvins and tapped photographer Tyrone Lebon to capture a visual relevant to todays youth.
The cast
Senuality Embodied
The casting strategy was simple; who was on top, who was about to hit and who did we just think were cool. Ranging from big names, familiar faces to virtual unknowns this cast embodies an unapologetic sensuality that has been at the core of Calvins DNA since its first campaign with Brook Shields.
Social
building on #mycalvins
Earlier in the 2010’s Calvin had hit a cultural nerve. Using #mycalvins with their instagram posts, users showcased their calvins. Pushing that engagement we showcased them not just on our social media but building an interactive hub on the Calvin Klein site.
Partnerships
Calvin Klein + Spotify
Music was a natural fit. Teaming up with Spotify we created a unique playlist generator based on the vibes from the campaign. Each playlist was unique to the user making the experience different with every spin.
Paid Media
we were everywhere
Wild postings, digital, print media and billboards, we were everywhere. We were competing for the attention of an already oversaturated consumer. Our goal visually was to blend with the content our consumer was already engaged with.
Sustain
the romance of sensuality
Diving deeper we teamed up with the more etherial lens of Harley Weir. The set was small and controlled. The all female talent and the then 28 year old photographer was given free rain to capture her peers. Allowing this freedom showcased an intimacy only possible in an environment she could create.
