CALVIN KLEIN ENCOURAGED WOMEN TO #BESEEN IN ITS FIRST-EVER BODY-POSITIVE UNDERWEAR CAMPAIGN.
It’s not so easy to love yourself when society tells you to take up less space, to hide your body. And brands show images of people who don’t represent anything close to you. But there’s space in this world for all of us to exist exactly as we are.
So, we should demand to see ourselves—in the mirror and in the media—as beautiful.
BE SEEN #CONFIDENTINMYCALVINS
Calvin Klein enlisted us to repair the fascia between the CK brand story the plus-size-and-proud consumer subculture.
Leveraging hyper-relevant, hyper-targeted paid social creative as a “focus group,” we authenticated the resonance of our creative ideas and then scaled them into a full-funnel 360 campaign.
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Campaign Concept
Online Video
Out-of-home
Social
Digital
Photography