As
first done for the Spring 2016 season, each of the Calvin Klein brands – Calvin Klein Collection, Calvin
Klein Platinum, Calvin Klein, Calvin Klein Jeans and Calvin
Klein Underwear are presented together in a powerful visual narrative
featuring a provocative blend of talent and deeper storytelling through a rich collection
of video and interactive digital content.
Captured
on film by photographer and filmmaker Tyrone
Lebon, who shot the Calvin Klein’s
acclaimed Spring 2016 global multimedia advertising campaign, the Fall 2016 campaign
spotlights an evolved cast of talent that encompasses actors, musicians,
cultural icons, athletes, fashion idols, social media heavyweights, artists,
and professional and street cast models often paired together to create a
dynamic and artful mix of visuals.
This
season’s cast features artist, songwriter and producer Frank Ocean; fashion icon and supermodel Kate Moss; actress Margot
Robbie; critically-acclaimed rapper Young
Thug; model Bella Hadid; fashion
industry veteran Grace Coddington; social
media superstar Cameron Dallas; Real
Madrid footballer James Rodriguez; actress,
musician and model Zoe Kravitz; indie
actor Lola Kirke; musician and
cultural icon Henry Rollins; singer-songwriter
G.E.M.; Little League baseball
phenom Mo’ne Davis; actress and
dancer Sonoya Mizuno; trap artist Yung Beef; indie actor Antoine-Olivier Pilon; actor and model Aomi Muyock; artist and model Cuba Tornado Scott; model and social
media star Selah Marley; singer-songwriter
Kacy Hill; trap artist Keith Ape; social media star and model Presley Walker Gerber; models Anna Ewers, Mark MacEachen and Roos
Abels; musician Tommy Genesis;
and rapper Yung Lean; as well as a diverse street cast of
models.
In
its Fall 2016 campaign, Calvin Klein dives
further into the cultural conversation with a commitment to authentic, personal
storytelling. This approach is realized through robust digital and video
content, intimate interviews with each of the campaign cast members, special
behind-the-scenes material and social media moments that will run throughout
the Fall season. Through this collection of digital and video content, the
brand creates an emotional and intimate platform for its cast to share their
stories and themselves with Calvin
Klein’s global audience.
“Through our Fall 2016
global campaign, we push the boundaries of traditional advertising with our
content and our cast,” said Melisa Goldie, Chief Marketing Officer, Calvin
Klein, Inc. “We are inviting the consumer into our world to experience personal
storytelling that no other brand can offer them. Our approach is digital-first,
video-led and socially powered, providing our audience with an authentic and
intimate experience that they can consume and share.”
The takeover is comprised of a collection of over 50 videos featuring campaign
cast interviews, behind-the-scenes content and unique talent performances. Throughout
today, viewers can visit the site to experience a constant stream of this
dedicated video footage from the campaign, a selection of which is exclusive to
calvinklein.com. For the duration of the Fall season, ck.com’s digital “zine”
will provide an audiovisual stream of stories, updated regularly, which the
user can explore to more fully engage in the campaign and learn more about its
cast of characters. Viewers will experience in-depth editorial stories with
each cast member, behind-the-scenes moments, and expanded creative content from
the campaign. Additionally, the site will offer select talents’ Spotify
playlists, rolled out through the season, as well as a custom Spotify playlist
generator, whereby the user can choose a verb from a list of options and a
customized music playlist will be created on Spotify.
With over 500 million impressions
planned across 26 global markets with a diversified media mix comprised of
digital, mobile, print, and outdoor advertising, this campaign will deliver on
the unique lifestyle of Calvin Klein.
For the Fall 2016 season, Calvin
Klein has partnered again with Dazed
Media on a unique collaboration leveraging their print and
digital properties, which will culminate with their 25th anniversary
celebration in London. The global partnership continues with the #1
global digital music platform Spotify on a cross channel and immersive program
that offers users of the music and video streaming service a dedicated branded
profile page with custom playlists and engaging Calvin Klein content.
On the ground, Calvin Klein will
continue to drive authentic, intimate conversations with “I _______ in
#mycalvins” in the landscapes of art, music and film to connect with its
audience through key cultural moments when consumers are making memories of
their own. This overall approach is indicative of the philosophy and innovation
of Calvin Klein’s strategy to engage
consumers by being vulnerable and real, and using content to tell stories that
forge an immediate, relevant connection, yet remain aspirational and
inspiring.
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