Calvin Klein: Snap to Unwrap

2018

Advertising Campaign
CK: Snap to Unwrap
The Calvin Klein and Calvin Klein Underwear campaign represented a cutting-edge integration of interactive advertising, leveraging Snapchat's platform during a period marked by the rising popularity of face recognition filters and the rapid evolution of augmented reality technology in social applications.

This campaign showcases Calvin Klein apparel in print advertisements, which transitions to Calvin Klein Underwear when engaged with through augmented reality. Designed to captivate and entertain, the campaign extended beyond traditional media, featuring in magazines and on billboards.

+art direction, photography, prototyping
Duration: 3 weeks
CK Flow
CK Steps

Awarded


2019

American Advertising Awards District 15 - Student Division
Gold award: Online/Interactive Campaign
Gold award: Digital creative technology

2019

San Diego American Advertising Awards - Student Division
Silver award: Online/Interactive Campaign
Silver award: Digital creative technology
A novel aspect was the incorporation of iconic landmarks, where paintings and statues, when scanned, would reveal Calvin Klein Underwear items, made possible through geolocation-based augmented reality technology. This strategic blend of traditional and innovative advertising elements ensured a dynamic and immersive experience for the audience.
Capstone Project
Vast Alternatives
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