The challenge

• Showcase CK’s support of the LGBTQIA+ community with the launch of their global "This is Love" campaign. The campaign aimed to shine a spotlight on the queer community, as Pride month was celebrated while showcasing limited edition CK products, inspired by the Progress Pride flag.

The solution

• We secured OOH placements in neighborhoods frequented by the LGBTQIA+ community across Europe in key cities including London, Manchester, Edinburgh, Madrid, Milan, Paris, Berlin, Amsterdam, Cologne, and Copenhagen.
• Use OOH to highlight CK’s “family album," celebrating LGBTQIA+ diversity. Traditional and digital OOH placements, alongside bespoke photo booths in key city stores, drove engagement. Consumers could take photos with a CK "This is Love" frame, share them on social media, and opt for display on DOOH screens.

The results

• The photo booths were very successful with 1,995 customers sharing via email and 808 people opting into marketing communications. The campaign was covered across high-profile publications online and shared on social media.

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"OOH provided us with the perfect platform to showcase This is Love, a celebration of diversity and love in all of its forms. The OOH placed Calvin Klein in the heart of neighborhoods more likely to resonate with the queer community, as well along key Pride routes, whilst the photo booths provided an opportunity for the public to create their own family album.”

Kristi Oppenheim

Marketing & Advertising | Calvin Klein

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