The ideaCalvin Klein wanted to promote their range of men's underwear ahead of Christmas, so they used guerilla projections to spread the word in some of the country's busiest shopping districts.
The canvasWe scouted out sites with the highest footfall in the early evening, including shopper and commuter hotspots like Covent Garden, Soho and Waterloo.
The physicsWe designed the content to pop on any projection surface, using high contrast and bright colours. Then we sent our street teams out with mobile projection units to get into even pedestrianised areas around town.
The experienceThe projections were seen by Christmas shoppers all over the UK's biggest cities, including London, Manchester and Birmingham. Our street teams only stayed in one place for a couple of hours, maximising exposure and keeping content fresh and unexpected.