Calvin Klein Underwear | 2022
Agency | Ogilvy HK
Role | Content Designer & Animator
The story:
Calvin Klein aims to bolster its brand presence in Asia by improving product understanding, penetrating the women's bra market, and enhancing customer experiences through effective storytelling and digital innovation.
The idea:
Build brand awareness and increase traffic across Calvin Klein’s social channels through engagement and interactions.
/ A Sense of Comfort /
Comfort is an innate, universal experience that emotionally connects with us. It evolves alongside us, manifesting in emotional, physical, and social forms. When we are comfortable, we reveal our true selves, unmasked and authentic. This universally understood feeling resonates within all of our senses, needing no introduction yet always welcome. ASMR, paired with close-up visuals, evokes an intimate sense of comfort, drawing attention to detail and allowing us to almost imagine the texture of fabric through sound. This satisfying, soothing sensation eases the mind, ensuring coolness, calmness, collectedness, and confidence. It's the power in comfort that you'll feel when seeing our campaign and wearing CKU - a power that can be harnessed, embraced, and worn any way you want, anywhere you want. This profound connection to comfort allows us to truly connect with each other on an emotional level, fostering unity and authenticity
Influencer Content
Influencer Content
In line with our mission to bolster Calvin Klein's brand presence in Asia, we've invited influencers from across APCA to participate in this campaign. Their task is to create a short clip that encapsulates the essence of comfort and confidence - core elements of our brand DNA. These clips will feature our unique ASMR soundbite, enhancing the sensory experience and fostering an intimate connection with our audience. This initiative aims to boost social awareness and deepen understanding of our products, ultimately driving our leadership in the underwear category.