In pictures: Calvin Klein debuts CK2 in interactive shipping container

Calvin Klein launched its new unisex fragrance, CK2, with an experiential shipping container activation last weekend (6-7 February).

of

Devised by Tribe Marketing, the activation landed in Camden Lock Place in London on Saturday. Digital screens on the exterior showcased images from the fragrance’s new ad campaign shot by photographer Ryan McGinley.

Inside, visitors could peruse an artistic, backlit wall of the fragrance, which is memorable for its thick glass cylindrical bottle, as well as a giant version of CK2 decorated in neon lighting.

They could also pick up a perfume for themselves in the retail zone and take a selfie in front of a London-inspired backdrop. Those that posted their photo to Instagram using the hashtags #the2ofus and #CK2London could receive a hard copy, as well as see their pic beamed onto the shipping container’s exterior.

The experience was staffed by Tribe’s dedicated talent agency, Brand Warriors. It will travel to four other locations on weekends throughout February.

More: Five 'scentsational' perfume activations

Burberry launches interactive campaign on the Piccadilly Circus screen

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now