Calvin Klein is celebrating the 20th anniversary of unisex fragrance CK One with a global advertising campaign, including digital elements on Snapchat and Tumblr.
Shot on location in New York by Mario Sorrenti - the man behind the iconic Kate Moss images for Obsession Calvin Klein - under the direction of Mother New York and Calvin Klein's in-house ad agency, the campaign stays true to the CK One brand heritage and feature a diverse cast of models, artists and musicians.
"After breaking boundaries 20 years ago as the original shared fragrance, CK One remains a best-selling fragrance globally," commented Steve Mormoris, senior vice president of American fragrances, Coty Prestige. "The new campaign captures the relevance of the brand for a new generation."
Chief executive officer of Calvin Klein, Steve Shiffman, added: "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."
Launching this month (July), the creative has been shot from the perspective of a camera phone to illustrate the modern practice of using digital identities to connect with others and convey individuality with the TV ad making a private world public. The print campaign features a collage of self-portraits with digital activity running on Snapchat - a first for the brand - and Tumblr where a dedicated blog with digital assets from the shoot will be aggregated with the #ckmeforme hashtag.
The latest work from Calvin Klein appears to stay true to the brand's 'Four Truths' revealed by chief creative officer, Melisa Goldie at last month's Cannes Lions.