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Calvin Klein + Animal Equality

This project was part of my Advertisement Graphic Course at Seeway, in Barcelona. The purpose of the project was for a brand to collaborate with an NGO (non-governmental organization). The brand, in this case, Calvin Klein was to serve the ONG, in this case, Animal Equality.

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 Founded in 2006 by Sharon Nunez, Jose Valle and Javier Moreno, Animal Equality is now present in eight countries and one of the leading farmed animal protection organizations in the world.  Animal Equality is an international organization working with society, governments, and companies to end cruelty to farmed animals.

Founded in 2006 by Sharon Nunez, Jose Valle and Javier Moreno, Animal Equality is now present in eight countries and one of the leading farmed animal protection organizations in the world.

Animal Equality is an international organization working with society, governments, and companies to end cruelty to farmed animals.

    Through investigations, corporate outreach, legal advocacy and education Animal Equality aims at sparing the most amount of animal suffering.  Animal Equality focuses on animals raised and killed for food who suffer the most, and die in the largest number.  Animal Equality focuses on bringing about incremental change for farmed animals.  Animal Equality focuses on the reasons why change is needed and how to create it.  Animal Equality focuses on the need for people, companies and governments to change and assist in this process.  Animal Equality focuses on expanding into countries where there is the greatest opportunity to protect farmed animals.  Animal Equality focuses on research-based interventions.

 

Through investigations, corporate outreach, legal advocacy and education Animal Equality aims at sparing the most amount of animal suffering.

Animal Equality focuses on animals raised and killed for food who suffer the most, and die in the largest number.

Animal Equality focuses on bringing about incremental change for farmed animals.

Animal Equality focuses on the reasons why change is needed and how to create it.

Animal Equality focuses on the need for people, companies and governments to change and assist in this process.

Animal Equality focuses on expanding into countries where there is the greatest opportunity to protect farmed animals.

Animal Equality focuses on research-based interventions.

 Each time Animal Equality carries out an undercover investigation into a farm or slaughterhouse, they bring to light shocking images that reveal the institutionalized suffering humans inflict on other animals. This work to expose the animal industries is essential to show the consuming public as well as policy makers, how farmed animals are bred and killed.

Each time Animal Equality carries out an undercover investigation into a farm or slaughterhouse, they bring to light shocking images that reveal the institutionalized suffering humans inflict on other animals. This work to expose the animal industries is essential to show the consuming public as well as policy makers, how farmed animals are bred and killed.

 Less than a month after PETA supporters occupy Calvin Klein‘s office in New York—an action that leads to a meeting between the designer and a PETA representative—Klein announces that he will no   longer design with fur, the first major fashion designer to do so.  For this collaboration, being Calvin Klein known for it's iconic underwear, I created a call to action:  "Undress for an Animal ".

Less than a month after PETA supporters occupy Calvin Klein‘s office in New York—an action that leads to a meeting between the designer and a PETA representative—Klein announces that he will no longer design with fur, the first major fashion designer to do so.

For this collaboration, being Calvin Klein known for it's iconic underwear, I created a call to action: "Undress for an Animal".

 Using fur is an act of murder. A living, feeling being has lost his life with every piece of fur that we use. When you remove an animal's skin, it is naked. Hence, the main concept of the campaign:  nudity .  This idea is tied to one of the most iconic clothing pieces of the Calvin Klein brand: its underwear line. This is one of the most recognized brands to provide comfortable, minimalist and attractive underwear that is usually chosen by young people, getting positioned as the number one brand in its market category.  With the launch of the  CK graphic campaign , Calvin Klein undertook a stylistic innovation of how the consumer should wear underwear from then on, with low-cut jeans, letting the elastic of the briefs, branded by the creator. For this reason, the campaign uses the underwear's elastic to carry a message of conscience. I used the phrase: "I'd Rather Go Naked Than Wear Fur", which replaces the logo that is always presented on the elastic. The general idea is that with the purchase of each piece, the money raised will be used for research and for the fight against fur farms. This idea of nudity, tied to underwear, leads to the main phrase of the advertising campaign: " Undress for an Animal ." This action calls for public awareness about the fashion garments we consume and use.

Using fur is an act of murder. A living, feeling being has lost his life with every piece of fur that we use. When you remove an animal's skin, it is naked. Hence, the main concept of the campaign: nudity.

This idea is tied to one of the most iconic clothing pieces of the Calvin Klein brand: its underwear line. This is one of the most recognized brands to provide comfortable, minimalist and attractive underwear that is usually chosen by young people, getting positioned as the number one brand in its market category.

With the launch of the CK graphic campaign, Calvin Klein undertook a stylistic innovation of how the consumer should wear underwear from then on, with low-cut jeans, letting the elastic of the briefs, branded by the creator. For this reason, the campaign uses the underwear's elastic to carry a message of conscience. I used the phrase: "I'd Rather Go Naked Than Wear Fur", which replaces the logo that is always presented on the elastic. The general idea is that with the purchase of each piece, the money raised will be used for research and for the fight against fur farms. This idea of nudity, tied to underwear, leads to the main phrase of the advertising campaign: "Undress for an Animal." This action calls for public awareness about the fashion garments we consume and use.

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Flyer

Flyer

Flyer promoting the campaign and announcing upcoming events.

Webiste

Webiste

Campaign website on which the user would be able to know about charity events, performances, would be able to purchase the limited edition underwear pieces, and to donate money to Animal Equality.

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Social Media Campaign

Social Media Campaign

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Underwear

Underwear

Mockups of the underwear pieces replacing the iconic "Calvin Klein" lettering on the elastic with the phrase: "I'd Rather Go Naked Than Wear Fur".

Packaging

Packaging

Packaging design for the limited edition underwear. 

Packaging reads: They only want to be free. Undress for an animal.

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