A new global advertising campaign for Calvin Klein’s iconic ck one fragrance is making its debut this month. The campaign celebrates the 20th anniversary of the groundbreaking unisex scent, and aims to reflect the “cultural significance of individuality, self-expression and digital identity”, according to the brand.
The campaign was shot on location in New York by photographer Mario Sorrenti. It was produced under the direction of Calvin Klein’s in-house ad agency and studio and creative agency Mother New York.
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ck one’s anniversary campaign is shot from the perspective of a camera phone |
The new ck one campaign stays true to the brand’s heritage of showcasing emerging talent, and features a diverse cast of models, artists and musicians.
The talent includes singer/songwriter Dev Hynes and his girlfriend, singer Samantha Urbani; sister musicians Say Lou Lou; electro-pop singer Kelela; electronic artist and producer Evian Christ; Korean pop star Taeyang; singer and actress Soko; artist Ally Marzella; fashion photographer Michael Bailey Gates; photographer and fashion designer Petra Collins; and models Edie Campbell, Stephan James, Chuck, Ali Michael, Jing Wen, Justin Gerard, Lucky Blue, Maggie Laine, Marcel Castenmiller and Victor Correia.
“After breaking boundaries 20 years ago as the original shared fragrance, ck one remains a best-selling fragrance globally,” noted Coty Prestige Senior Vice President of American Fragrances Steve Mormoris. “The new campaign captures the relevance of the brand for a new generation.”
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Calvin Klein CEO Steve Shiffman commented: “The new advertising campaign represents a new chapter in the iconic ck one franchise. The print and video creative celebrates the legacy of the original campaign, embodying the diverse individuality of today’s youth.”
Shot from the perspective of a camera phone, the new ck one ad campaign illustrates the modern practice of using digital identities to connect with others and to convey individuality. The television campaign makes a private world public by following the evolving stories of the cast as they find ways to express themselves digitally. The print campaign features the outcome of this self-exploration through a collage of self-portraits.
The digital strategy for this launch will focus on global Snapchat – the first time the brand has used this platform – and Tumblr accounts, through which consumers will discover the ck one campaign talent via content that features a journey of self-exploration from the cast on the set of the advertising campaign shoot.
On Tumblr, a dedicated blog will live at ckmeforme.tumblr.com where hundreds of digital assets from the shoot will be aggregated with the #ckmeforme hashtag, alongside discovered content from other communities in line with the ck one point of view.
