Storytelling and cool personality involving continues to be leitmotif for f/w 2016/2017 ad campaigns of each of the Calvin Klein brands –Calvin Klein Collection, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear–.
Captured on film by photographer and filmmaker Tyrone Lebon, who shot Calvin Klein’s Spring 2016 global multimedia advertising campaign, the Fall 2016 campaign spotlights an evolved cast of talent that includes actors, musicians, cultural icons, athletes, fashion idols, social media heavyweights, artists, and professional and street cast models.
For the duration of the Fall season, ck.com’s digital “zone” 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 selected 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. 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.
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 phenomenon 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.
“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.”
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