To promote the Global launch of their new underwear line Push Positive, Calvin Klein partnered with Wednesday to create a digital campaign that features model Lara Stone and supports the collection of bras in a variety of interactive mediums.
We designed and developed the Push Positive experience within the Calvin Klein site, which features an explanatory section on the bra as well as guide for each cup size. Wednesday also created an interactive Facebook application that allows users to share and post personalized images, as well as rich media banners that include campaign assets such as the video, shot and produced by Saturday.
Off-line, the Calvin Klein Push Positive launch will be supported in-store with campaign visuals and an in-store iPad application, designed and developed by Wednesday as an interactive sales and information tool for associates to use with clustomers. The interactive stations will be set up in select Calvin Klein Underwear stores worldwide.