In a world that is increasingly global, digital and experiential, Wednesday believes that brands have an opportunity to build relationships with a new generation of consumers, and capitalise on their role in cultural expression.

At the creative forefront of fashion, technology and culture, we help brands inspire and innovate.

Wednesday has been in the business of making moments for the world’s most important fashion, culture and lifestyle brands, producing some of the most iconic campaigns, websites, and brand experiences of our generation.

Americas Enquiries

Svéta Doucet
President
Wednesday Americas
newyork@wednesdayagency.com
1285 Av of the Americas FI.7
New York, NY 10019
+1 646-496-4734

fashion
Calvin Klein

campaign

Establishing a New Iconic Popular Culture Moment

Long established as the rebellious, seductive brand with a presence in popular culture, Calvin Klein wanted to reaffirm its status in the eyes of the modern, young consumer through an attention-grabbing and provocation 360-degree campaign.

Leaning into the brand's legacy, Wednesday created the #mycalvins campaign, which culminated in a now-infamous casting of Justin Bieber as talent lead. Alongside Lara Stone, Bieber became the new icon of rebellion for Calvin Klein, propelled by a socially-driven campaign that extended across digital, OOH and in-store touchpoints. The campaign was so omnipresent that it even spawned a Saturday Night Live parody - a powerful indication of its vast cultural reach.