Calvin Klein has unveiled its fall 2016 global multimedia advertising campaign with a hugely diverse cross-section of stars from Millennial social media heavyweight to old guard fashion elite.
Amongst all those faces are a handful of major celebs, such as artist, songwriter and producer Frank Ocean; fashion icon and supermodel Kate Moss; actress Margot Robbie; 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; Hong Kong singer-songwriter G.E.M.; 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.
Shot by photographer and filmmaker Tyrone Lebon, the campaign once again includes its famous tagline “I ___ in #mycalvins” in its advertising visuals, and features a different verb in the phrase with each visual.
Moss, for example, says “I whisper in #mycalvins.” G.E.M. says, “I get everybody moving in #mycalvins.”
Melisa Goldie, chief marketing officer of Calvin Klein, said: “We push the boundaries of traditional advertising with our content and our cast,”
“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.”
As an added layer to the advertising campaign, an immersive campaign hub has launched on ck.com, beginning with a 24-hour integrated video takeover on its U.S. site. The takeover is comprised of a collection of over 50 videos featuring campaign cast interviews and behind-the-scenes content.
The global partnership continues with digital music platform Spotify on a cross channel and immersive programme that offers users of the music and video streaming service a dedicated branded profile page with custom playlists and engaging Calvin Klein content.