Calvin Klein

The global launch of the X Elements campaign remains one of Universal Admedia’s most triumphant achievements. Even for a brand as solid as Calvin Klein, the campaign stands in relief as one of the first times an agency was able to convince customers from around the world to give personal, intimate video content of themselves in CK apparel for the campaign, based in New York City. In line with the revolutionary brand’s larger-than-life influence, the X Elements campaign featured billboards on the sides of buildings reaching tens of stories high in fashionable retail districts like Soho. But most significantly was the agency’s digital content touch: UA created a virtual reality app for the campaign in the days preceding YouTube’s self-marketing Zeitgeist, just before the ubiquity of uploaded videos, perfectly in line with the Calvin Klien brand’s culturally and industry-pioneering marketing ethos.