CALVIN KLEIN: HAPPINESS BEATS EVERYTHING
To convey a message of hope during the COVID-19 crisis, we enlisted Son Heung-min, renowned for his positive mindset, as a model. The campaign showcased Son Heung-min's joy and contrasted it with moments of pressure in the locker room, emphasizing the transformative power of happiness in CK underwear and jeans. Our campaign resonated with audiences worldwide, significantly boosting awareness and sales of CK jackets, jeans, and underwear featured in the campaign materials.
