CK wanted to promote the purchase of their underwear and jeans with a free live event ticket. Heatley's group came back with a seamless and sexy campaign: #BandTogether. A modern, but natural extension of “My Calvins,” whereby private turns public. Selfies are now groupies, streaming turns to screaming and the virtual becomes physical. A teaser, USB wristbands, and flash concerts all bring together a campaign that’s contemporary and provocative while echoing back to classic CK.
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