Calvin Klein Fragrances launched a new global advertising campaign in July to celebrate the 20th anniversary of its fragrance, ck one.
Photographed by Mario Sorrenti in New York, the campaign evokes the imagery of mobile phone and smartphone camera snaps. The television campaign features an exclusive demo by cast member Evian Christ, following the cast's journey as they discover new ways to express themselves digitally. The print and magazine campaign explores the results of this self-expression through self-portrait collages.
The campaign features the cast's journey of self-discovery on Snapchat and Tumblr. A dedicated blog, ckmeforme.tumblr.com, will collect digital assets from the advertising campaign under the hashtag #ckmeforme and feature content from the community that aligns with ck one's perspective.
The cast includes up-and-coming talents such as models, artists, and musicians. Singer-songwriter Dev Hynes and his girlfriend, singer Samantha Urbani, twin musicians Say Lou Lou, electropop 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, models Edie Campbell, Stephan James, Chuck, Ali Michael, Jing Wen, Justin Gerard, Lucky Blue, and Maggie Laing. Laine, Marcel Castenmiller, and Victor Correia.
