For its latest campaign Spring 2016, brand Calvin Klein didn’t need to call a creative agency : they simply asked a few friends on the web to lead a digital campaign, through their account Instagram. A few celebrities and artists showed themselves wearing Calvin Klein under wears or outfits. I _____ in #MyCalvins was the campaign’s baseline to post on pictures captured by Tyrone Lebon. Each celebrity (among we can count Justin Bieber, Kendrick Lamar, Fetty Wap, Joey Bada$$, Abbey Lee, Sung Ji, FKA twigs and Kendall Jenner) must fill the blank and define the CK house with words like “dream”, “excel”, “glow” and “reflect”.
