To celebrate the 20th anniversary of the iconic ck one fragrance, and Coty have announced a global advertising campaign with a focus on individuality and playing on the modern obsession with digital.
The campaign was shot by photographer Mario Sorrenti in New York, who previously shot Kate Moss for Calvin Klein’s Obsession fragrance. The new campaign stays true to the brand’s heritage of featuring emerging talent, including a diverse cast of upcoming musicians, fashion photographers, and models.
After breaking boundaries 20 years ago as the original shared fragrance, ck one remains a best-selling fragrance globally,” says Coty Prestige senior vice president of American fragrances Steve Mormoris. The new campaign captures the relevance of the brand for a new generation.”
The campaign is shot from the perspective of a camera phone, seeking to illustrate the modern practice of using digital identities to connect with others and convey individuality. The television campaign seeks to make a private world public as members of the cast express themselves digitally, while the print campaign features the outcome of this self-exploration through various ‘selfie’ self-portraits.
The digital strategy of the campaign will focus on Snapchat and Tumblr accounts, in which a dedicated blog will be hosted on ckmeforme.tumblr.com, where digital assets from the shoot will be linked with the #ckforme hashtag.
The new advertising campaign represents a new chapter in the iconic ck one franchise,” says Calvin Klein CEO Steve Shiffman. The print and video creative celebrates the legacy of the original campaign, embodying the diverse individuality of today’s youth.”
