Throughout the years the human body has been judged by different beauty standards, causing the people that don’t go with them to feel ashamed of how they look and with this loose confidence. Using the Calvin Klein underwear line the inclusivity of all body types can be targeted and bring a sense of unity to the brand. With different celebrities and recognized people can give a positive message and help bring confidence to the all customers when they think of our brand.
Chapter 1 : Strategy
Objective
This strategy will target concept of inclusivity used in the brand in the last years in a new way to bring the underwear line to a bigger global recognition and be the brand that comes to the customers head when they think of underwear.Be inclusive on the models and ambassadors for the strategy. Include models from every ethnicity, race, age and body type. Embrace not only the human body in all its forms but also the normality of nudity. Break with the clique of relating the naked human body to sexual or intimate activities.
We value accountability - individuality - passion - and inclusivity
" SEXY CUMS IN ALL SHADES OF KLEIN "
Field of Action :
This new way of approaching the concept of inclusivity will be more provocative and destructive. The main idea
for my strategy is to use celebrities and ambassadors across all fields including: Sports, Cinema, Music, Gaming and even normal people. Models will not show as if they are posing but will be in a more natural and normal expres- sion. Collaborating with other brands and bring their aes- thetic to the underwear will also help bring other clients and target a different markets.
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The strategy will help society be inclusive with every body type and break with the discrimination of some figures. Key points that will be used in the strategy is: inclusivity, Global unity, Visual language and a Comedic approach. The Insta- gram Account will be given to take control by the selected ambassadors to post stories and do live videos of them per- forming their usual activities while wearing only underwear form the brand with confidence.
Subject
The Strategy will move into all differ-
ent fields and show how the brand is used across all of them. By using the recognized hashtag #MyCalvins different artist will ad- vertise the product in short time frames and bring the customers the use in different fields, will bring the inclusivity value and can facilitate find all types of body figure. Collaborating with brands from other fash- ion fields can not only help us target differ- ent markets but can give a new aesthetic and look to the products.
Message
All body types are beautiful and sexy.
Not everybody performs the same activities and have a different style of life, but everybody uses under- wear. Everybody looks different in them and maybe use them with a different look. Calvin Klein under- wear can be used for any occasion and in any form.
Audience
Our audience will be called
Body In-Kleiners. The customer we are trying to reach is not identified by its culture of lifestyle but by their values. People that don’t feel ashamed by their body and bring respect to other body types and how they look. Being in underwear is something normal for them and showing their body makes them feel free and proud with it. They appreciate the comfortability of underwear and don’t give them a specific occasion to the use.
Tone of Voice
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Provocative
Comical
Unexpected
Free
Comfortable
Activation Proposal
Magazines
Newspaper
Retails
Billboards
Window Ads
Events
Digital
Instagram stories
Instagram post
Videos
Pictures
Overarching Concept
Only thing that is completely ours in this world is our bodies. We are all different and unique in this world not only emotionally and mentally but also physically on how we look. Every person must feel comfort- able with who they are and how they look but with some standards created by society it may be difficult for some people as they don’t feel the same as to what society considers correct. The art direction will focus on bringing the confidence and self-esteem of all humans by being inclusive on all body types to be used on the campaign. Bringing a happy emotion models will pose and act in sexy and confident poses without bringing importance on how they look. Being in underwear the concept will be targeted as there is no other way that a person can feel more free, and by having the models express this emotions in any time and place will help break with the standards and stereotypes of what is correct and beautiful.
Print Visuals
The Print proposal will be the least used execution for our strategy. It will be based on a shooting of 3-5 pictures where models will be posing in underwear and posing in a sexy and unusual way. To create an unexpected and surprising intimate idea a message will be written on the models body with a provocative message. The message will give a double meaning but it will be referring to the Calvin Klein underwear. The Print proposal will be shown on magazines and newspapers. The target is to bring a message that will stay on the clients head and bring their attention to the brand.
Retail Visuals
The retail execution will be based on 3-5 billboard and ads in the streets and random unexpected places like a public bathroom. The execution will also feature window and store displays that use the underwear as art pieces and decorations.The message used in the ads will be a gross and awk- ward mood. Impacting the client in a comedic and un- expected way the brand as with the print execution will try to stay in the clients head and bring attention to the brand in this provocative way. The Window and store displays will bring attention to the underwear line as a piece of art that has to be ap- preciated. Bringing again unexpected themes like a laundry line will give the execution a comedic approach that will impact the client.
Digital Visuals
The digital execution is the most important in our strategy.
It will be based a picture and video posted on the Instagram account every week. To accompany this the Instagram will be taken over by a known celebrity or influencer that will show his lifestyle while being on underwear.The pictures and videos that will be posted on the Instagram account will have again a comedic, provocative and unexpected approach. Will be themed around every day acts that the hu- man performs while showcasing the Calvin Klein underwear. Pictures will display all body types and how persons from any ethnicity and age are also beautiful. Celebrities or Influencers that take over the Instagram account will take act on bringing the audience the message of being in underwear is nothing sexual or something to be embarrassed about. They will perform on Instagram live where they can in- teract with the audience. Models will be bringing a positive at- titude to show confidence on their body and break with beauty standards set by society.
