CALVIN KLEIN UNDERWEAR CAMPAIGNS

Calvin Klein enlisted us to strengthen the fascia between the CK brand story and two growth subcultures:
the plus-size-and-proud community and women who lift.

Both campaigns—including the brand’s first-ever for plus-size people—ran across social, digital, e-comm, and OOH.

BE SEEN
#CONFIDENTINMYCALVINS

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.

POWER MOVES
#STRONGINMYCALVINS

Strength is power. The power to deadlift 125 lbs or the power to be unapologetically honest.
The power to post your vulnerabilities on social media or the power to overcome negativity.

It’s time for women to own their inner and outer strengths
and celebrate the big and small achievements for what they really are: Power Moves.