To devise a campaign which would encourage consumers to re-think Calvin Klein Underwear, shining a light on the diverse collections available. Channel focus: Digital and in-store activations

The Strategy

We took the brief one step further. Proposing a content led campaign which positioned Calvin Klein as a brand which seeks to empower women and their diversity.

We engaged 10 women from all walks of life, from across Asia all who made an empowering STATEMENT. Launched on International Women’s Day.

The campaign spread across digital, social, in store & OOH. The campaign was so well received it was upgraded to include the SOGO billboard.

The Results

In just one month…

Catalyst developed the creative concept, researched and developed a list of hundreds of women across Asia, built talent relationships, managed agreements, and planned all campaign logistics and production.

  • Over 500 videos
  • 32 photos
  • 90 page campaign toolkit
  • In store design to bring the campaign to life
  • Social strategy