2018 Best Events No 3: Calvin Klein Never Have I Ever
The Kardashian and Jenner girls are no strangers to posing in their underwear. But when their Calvin Klein campaign surfaced at the beginning of the year, it almost shut down the internet. The commercial in question saw the girls laying it bare in the classic party game ‘Never Have I Ever’ and quite literally laying bare in the campaign shots wearing only their CK underwear. In the campaign video, Kourtney Kardashian admits to eating a rattlesnake, and the Jenner sisters say they’ve never married before. Allegedly.
We collaborated with Calvin Klein by bringing the campaign to life through a custom video app and immersive video experience. The activation occurred throughout May and stopped at London, Oxford, Bluewater, Cardiff and Glasgow. CK brand ambassadors put shoppers on the spot by making them reveal home truths inside the Kardashian-inspired room.
Custom Video Room
The video booth transformed into a rustic barn featuring the intimate visuals from the Kardashian advert to attract shoppers. The inside was dimly lit to recreate the scene from the ad, providing a warm and cosy environment for participants to share their stories.
The Never Have I Ever brand experience follows a custom build for the brand in 2016. The custom installation focussed on their A-list celebrity endorsed the #mycalvins campaign. The concept on that occasion was a personalised open-air photo booth that let shoppers select their #mycalvins tagline.
“The evolved #MyCalvins concept has family at its centre, a display of unity between strong individuals, further emphasised by the symbolism of the traditional American quilt,” a statement from the brand reads. “This campaign captures these bonds and brings to life different ways we can inspire families – both born and made – to connect and celebrate the things that unite us.”
We found the biggest trend in 2018 was to recreate brand campaigns as immersive photo and video experiences. Share your ideas with us today.
See our latest installation that we created for Calvin Klein Kids Jeans in 2019.
