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CK One focuses on Snapchat and Tumblr with racy #ckmeforme anniversary campaign

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Calvin Klein is celebrating the 20th anniversary of its unisex CK One fragrance with a new campaign being pushed out via Snapchat and Tumblr.

Aiming to “capture the relevance of the brand for a new generation”, the initiative showcases a range of models, artists and musicians seemingly taking selfies – posing for the camera while they roll around on the bed, take a bath, make-out, and do all those other things youth do in front of their iPhones today.

“The new ck one advertising campaign illustrates the modern practice of using digital identities to connect with others and to convey individuality,” reads the write-up. That idea of embracing digital culture was a key message from Calvin Klein CCO Melisa Goldie when speaking at the Cannes Lions International Festival of Creativity earlier this month. “The dawn of the digital age means culture is more relevant [for brands] than ever before. You have to look at culture through a digital lens, then decide which changes are meaningful for you and which ones can help you shape and grow,” she said.

On this occasion, the brand has released both a print campaign and a video (as below) shot by Mario Sorrenti, as well as additional content of the cast at the shoot aggregated under the #ckmeforme hashtag on the aforementioned platforms.

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. The TV spot also features an exclusive demo produced by electronic artist and producer Evian Christ.

The campaign was produced under the direction of Calvin Klein’s in-house ad agency and Mother New York.

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Calvin Klein launches biggest digital initiative to date with ck one lifestyle campaign

Teasers for the all-new ck one lifestyle line from Calvin Klein were released today.

Conceived by consulting creative director Fabien Baron of Baron + Baron, the launch campaign marks the company’s largest digital initiative to date.

Based primarily on a series of interactive videos, the initiative begins with a new website at ckone.com where users will be able to not only engage with content from the brand, but also upload their own.

A facility to submit and tag videos will be integrated, with posts positioned alongside content from the campaign’s cast members in a bid to make consumers feel as involved as possible with the brand.

“This is an important global multi-product launch and represents the company’s largest digitally-focused campaign to date,” said Tom Murry, president and CEO of Calvin Klein, Inc. “The emphasis on social media and the interactivity of this campaign serve to redefine the ck one brand for a new generation. The creative is exciting and strong and the multi-prong platform is on target to reach a younger demographic, while remaining true to the legacy of the iconic ck one brand.”

The line itself incorporates underwear, denim and swimwear inspired by the iconic unisex fragrance of the same name.

The ads are fronted by model Lara Stone, who is the face of the company across its various brands. Joining her are a variety of other young models, musicians, actors and sports stars including Alice Dellal and Abbey Lee Kershaw, boxing champion Robert Evans, and dancer Jackson Blyton Megran.

It was shot by Steven Meisel, who can also be credited with creating those infamous ck one fragrance ads starring Kate Moss and Marky Mark in 1994.

Kevin Carrigan, global creative director of Calvin Klein Jeans and ck Calvin Klein, said: “Mark and Kate were just young kids then and we wanted the same feel. We wanted to show how diverse the collection is when worn by different people, so we took one jean, one shirt, a great grey T-shirt; classic American basics, and gave them to these cool kids.”

“We put them all in a room, just a big mirrored box surrounded by cameras, and let them try the collection,” Carrigan told Vogue.com. “The ck one collection is not about wearing clothes the way you’ve been told, it’s about making them your own. We put the pieces in there in all sizes, from XXXL to XS; it’s not about the perfect size – it’s a play on proportion and androgyny. Girls were wearing jeans that were baggy and far too big, or wearing oversized shirts as dresses, they made the collection their own. It’s the personalisation of fashion – and the campaign is really just a reportage of them trying the clothes.”

The full reveal of the campaign takes place from March 1, while in the meantime fans are encouraged to become fans of Calvin Klein on Facebook to be kept up-to-date with more information.

There’s also a mobile app, which will integrate video and social media as well as the use of augmented reality to enable further access to content such as from behind-the-scenes.

And if you’re in one of a dozen or so major cities around the world, it’s also likely you’ll spot the campaign on one of numerous LED billboards.

The print version of the campaign, created from stills of the videos, will debut in April magazines, and for the first time be globally enabled with AR technology.