In 1980, Calvin Klein made waves when a then-16 year-old jean-clad Brooke Shields uttered "Do you want to know what comes between me and my Calvins? Nothing." The sensual spot and print ads that followed were deemed incendiary.
Today, CK One fragrances celebrate their 20th anniversary with the help of Mother New York and, while this new global campaign is the agency's first piece of creative for this client, the provocative and sensual work stays true to the brand.
The unisex scent introduced itself to a new generation with its 2011 print campaign by throwing an epic boy-girl dance party. This latest promotional effort, however, dismisses gender roles all together and plays up sexuality in every form.
The spot is filmed from a camera phone perspective, targeting young and younger adults with a campaign focused on technology and exploring identity in the digital landscape. Edgy art, music and modeling up and comers from around the globe appear-- including Korean, British and American singers Taeyang. Dev Hynes, Kelela. The print and television ads will then prompt their fans, old and new, to explore the work housed on social media platforms including snapchat and tumblr in support of the rest of the campaign.