A powerful campaign where customers show what they’re up to with their Calvins. Finding their sexuality or whatever you like to do, the #MYCALVINS campaign is a way to express yourself without boundaries. The #MYCALVINS campaign has heritage and goes back to the controversial Brooke Shields campaign in 1981, with the famous sentence: “You wanna know what comes between me and my Calvins? Nothing”. So in this campaign for #MYCALVINS we asked 8 artists, creatives, and actors/actresses to tell their story.
Focus on the story, commerce later be original and be real. Which is a hard brief, to be real. Because the way how you define “real” will influence the whole design. So we put pen to paper, set the initial customer flow, created low-level wireframes, and then the designing starts. Below you see some initial sketches.
Not only do we need to tell a compelling story we also need to highlight our product, this needs to be a commerce/story-driven piece. We tried to achieve that by highlighting the individual stories and keep the focus on the story first and product second. We created an interactive banner where user-generated content will fill in the blank “I _____ IN MY CALVINS” to create more interaction and really solidifies the messages. We also showed Instagram user-generated content to create that connection and to show these are not all models and show horses, these are normal people. We wanted to be bold with this campaign and really show the true message of Calvin.