Calvin Klein is set to launch an interactive digital campaign to help celebrate the release of its new men’s fragrance, Encounter Calvin Klein, this September.
“Dare to Encounter” as the initiative is called, encompasses a virtual journey and a series of challenges for users to unlock and engage with on a dedicated website.
Fronted by True Blood actor Alexander Skarsgård, who was announced as the face of the scent in June, it follows a tale of desire with the brand’s other campaign star and supermodel muse, Lara Stone.
It uses animated GIFs (as shown) to “capture moments from the television advertising shoot and bring them to life in an unexpected way”.
All those who complete the challenge will be granted access to watch the Encounter Calvin Klein short film, and be entered into a prize draw.
The campaign was created by Fabien Baron of Baron + Baron, alongside Calvin Klein’s in-house advertising agency CRK, and interactive media and technology agency AKQA.