Wednesday’s relationship with Calvin Klein delivered a series of campaigns that returned the brand to prominence with global audiences. Combining the power of truly integrated advertising and communications with the brand’s unmistakably provocative character, the campaigns set new benchmarks in social engagement and awareness over a two-year period.
Wednesday worked with Calvin Klein to re-entrench the brand in the public consciousness. The result was #MyCalvins, an integrated content platform designed to harness the love of Calvin Klein’s iconic product and brand name. The response generated 4.5 million interactions across social media in this, its first iteration.
Lara Stone, with supporting influencers such as Bryan Boy, Man Repeller, Emily Weiss and others, encouraged social followers to show their Calvins via the #MyCalvins hashtag. Since the beginning of this campaign, Calvin Klein’s social media followers have increased more than four million.
Wednesday and Calvin Klein cast Justin Bieber as the campaign’s lead male talent recalling times past in the brand’s history. This provoking combination of pop-cultural awareness with the social interaction of #MyCalvins resulted in the brand’s most successful campaign ever.
The second part of the Spring / Summer 2015 campaign launched Calvin Klein Underwear with Justin Bieber. This ushered in the apex of the #MyCalvins effort through highly successful integrated advertising including a fashion film that garnered more than 10 million impressions worldwide.
For Fall / Winter 2015, Wednesday devised an integrated campaign for Push Positive, Calvin Klein’s soft-wire push up bra. The multidimensional campaign featuring Lara Stone was kickstarted by an engaging and alluring video soundtracked by Salt ‘n’ Peppa’s 'Push It'. The video gained more than 10 million unique views on YouTube.