CK One reveals new global ad campaign
The new worldwide advertising campaign for CK ONE by Calvin Klein features an international cast of models, many of whom have been seen in the designer's spring 2018 runway show.
Directed by acclaimed writer-director Zal Batmanglij and shot by photographer Willy Vanderperre, the campaign is said to offer a modern voice to CK ONE.
The campaign celebrates a provocative longing for unity and self-expression, in a time where communication is digital, conversations are global, and youth are not only awakened but also engaged, says Coty.
In his cinematic advertisement, Batmanglij allows viewers to follow the castâ€™s individual journeys, which eventually end with everyone coming together. Throughout the spot, voicemail messages of longing for connection accompany visuals of the CK ONE cast experiencing coming-of-age momentsÂ such asÂ daydreaming about a crush in a school changing room. The story ends with the group coming together on a NYC rooftop.
The print campaign, photographed by Vanderperre, carries the theme over to still imagery by capturing the CK ONE cast on a rooftop overlooking the iconic New York City skyline.
â€œWhen CK ONE originally launched in 1994, it helped redefine the boundaries of the modern fragrance because it blurred societal, gender boundaries and offered a freedom from convention and the status quo, a breaking of rules,â€ said Simona Cattaneo, chief marketing officer, Coty Luxury.
â€œThe reinvention and renewal of this milestone continues to define contemporary times.â€Â