“A BRAND WITH ROOTS IN CREATING REVOLUTIONARY ADVERTISING”
Shot by avant-garde photographer and filmmaker Tyrone Lebon, the visually striking global campaign presents a diverse and democratic cast that ranges from global superstars, actors, musicians, activists and models to street cast unknowns, often juxtaposed together.
In the spirit of a creative factory, Lebon collaborated with a new generation of fellow photographers Harley Weir, Jamie Hawkesworth and Tobin Yelland, as well as Calvin Klein veteran photographer David Sims. Lebon’s father and brother, veteran photographer Mark Lebon and emerging filmmaker Frank Lebon, worked together with Tyrone as a family to capture the global campaign from a documentary perspective. The team of creators focused on a mix of offerings from the Spring 2016 lines of all the Calvin Klein brands, as well as imagery dedicated to each of the brands. A combination of photography and video, these creative works will be released through the Spring 2016 season.
The Spring 2016 campaign takes #mycalvins out of the bedroom, representing an evolution of the Calvin Klein brand’s acclaimed omnichannel initiative, which originated with individuals posting selfies on social media in Calvin Klein Underwear and Calvin Klein Jeans and tagging #mycalvins in the image caption. Beginning with the new call to action, “I _________ in #mycalvins,” this campaign moves from the passive, solo moment of the static selfie to live action, supporting the concept that the movement and moments of life are what creates its sensuality and sexiness. The campaign images are intimate and authentic, taking the long view past the famous faces in them to find the shared human truth at the heart of a generation that prides itself on its purpose and ambition.
“I _______ in #mycalvins” is included as text on the advertising visuals and features a different verb in the phrase with each visual. The call to action will encompass all brands under Calvin Klein and invite the global audience to show how they live their lives in their Calvins.
“This campaign is representative of how culture is evolving as we speak. We’re bringing together a diverse mix of provocateurs with a unique collective of visual artists to create content that sparks and drives cultural conversation,” says Melisa Goldie, CMO of Calvin Klein, Inc. “Millennials reject labels when it comes to their own identities, and they want products that are personalized and individual, which we’re achieving as Calvin Klein moves toward further establishing itself as a lifestyle-centric global brand. To do that, we have to recognize that people don’t want traditional one-sided advertising anymore. Instead, they want to participate in campaigns that capture their imagination. With this campaign, we feel we have created something that truly illustrates the future of the brand, and captures the current youth culture zeitgeist.”
With over a billion 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 brand has joined 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, the brand 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.