CALVIN LIGHTS UP
Calvin Klein lit up central London for two nights last week, projecting images of Christy Turlington and Kate Moss from the CK Calvin Klein Jeans ad campaign onto the side of the Royal Opera House in Covent Garden.
The event coincided with the Covent Garden Street Festival. Nine images, each about 40 feet by 23 feet, were projected onto the side of the building. The images changed every 10 seconds.
The company handed out popcorn in CK Calvin Klein Jeans boxes to 350 pedestrians.
A Calvin Klein spokesman said the event was part of the company’s strategy to use arresting outdoor advertising wherever possible.
“We’re always trying to find something new and different,” he said.
There are no immediate plans to repeat the exercise, although the spokesman said the company would do so if it could find an equally high-profile site. He declined to reveal how much Calvin Klein spent on the project.