Brand: Calvin Klein
Media: Outdoor
Category: Fashion
Agency: Mother
Geo: United States
Calvin Klein Jeans: The full story
Calvin Klein Jeans introduced “Meet Us”, a campaign highlighting the new ways in which today’s young people think about love, dating, and sex. Through provocative imagery overlaid with sexually charged texting screenshots, Mother New York created a multimedia campaign that shares intimate details, inspired by reallife stories from real young people around the world.True to today’s form of seeking connections, the campaign will be integrated within dating social app Tinder, as one of the first brands permitted to advertise within the app. Running across 27 markets around the world, “Meet Us” will be featured on nontraditional outdoor media, such as largeformat static LED screens and street furniture in key global cities like Bangkok and Sao Paulo. One of the main campaign images, a same sex embrace, will debut on the brand’s signature billboard on Houston Street in Soho on August 3rd.
Advertising Agency: Mother, New York, USA