2021

art DIRECTION, CONCEPT DEVELOPMENT

campaign RolLOUT: paid social (tiktok/meta/snapchat/youtube), onsite (zalando, calvin klein), in-store (calvin klein), influencer activation, advertorial (id)

The Brief: Get GenZ & Young Millennials excited about Calvin Klein by building a bold campaign around ‘The New 90s’ streetwear collection. 

The Strategy:

The 1990’s were an undeniably iconic era, not just for the Calvin Klein brand, but for the world at large. In the shadow of the 1991 recession, an economic boom swept the globe and sparked an explosion of culture, music, arts and technology. 

Today, we find ourselves at another crucial inflection point in history. As we stand in the shadows of the global pandemic, a new generation is coming-of-age and inheriting cultural guardianship of this brave new world. 30 years from now, the 2020's won’t be remembered as the end of the pandemic, but as the the start of a new golden age. 

The Idea:

The New Nostalgia — Flashback to now. Live in this moment.

As we enter this post-pandemic decade, our values are being redefined. A rejection of maximalism and adoration for seemingly small, everyday moments is pioneering a new wave of nostalgia. Nostalgia for here and now. Led by inspiring young voices across Europe, our campaign pushed this movement forward — encouraging viewers to fully live and love the now.

Our Calvin Klein x Zalando campaign was released across both brand’s social media, in Calvin Klein boutiques across Europe, onsite and through advertorial partnerships like iD Magazine:

The message evolved in a multi-phased approach — starting first with our hero creative then expanding to a broader user-generated layer to kick off the influencer activation. Organic coverage was also had on the @zalando and @zalando_street Instagram channels.