Calvin Klein breaks new grounds once again with the release of CK2, a new gender-free fragrance for men and women that embodies the thrill of life and celebrates the diversity of connections between two people.
The ck2 fragrance is a dual-faceted scent by perfumer Pascal Gaurin of IFF in collaboration with Ann Gottlieb that balances electric freshness with magnetic warmth.
The fragrance opens with an unexpected spice of wasabi deepened by the energy of floral accords and wet cobblestones bringing a mineral splash of electric freshness. The heart of the fragrance is enhanced by an underlying note of sensual warmth and magnetic woods blends.
To celebrate its release, Calvin Klein Fragrances launched a global advertising campaign for ck2 to debut exclusively in the Travel Retail market in December 2015, followed by a worldwide launch in February 2016.
The advertising creative features four stories that fold into one another in unexpected ways and celebrate the differences that make our connections richer and define what makes us, us.
Against a backdrop of urban and natural settings, four couples play out the free spirited, raw and passionate narratives of today’s youth. The meaningful connections emphasize the thrill of life shared by two people and highlight the uniqueness of each relationship shared through a tapestry of experiences and emotion.
The campaign was shot on location in Puerto Rico by famed photographer Ryan McGinley and produced under the direction of Calvin Klein, Inc.’s in-house ad agency with creative agency Mother New York. The ck2 campaign film features the song “Radar” by indie-rock duo Danger Twins.
The new campaign stays true to Calvin Klein Fragrances’ heritage of featuring emerging talent with a diverse cast that includes Victoria Brito, Dakota Garrett, Luka Sabbat, Erin Eliopulos, Kyle Mobus, Sung Jin Park, and twin sisters Baylee Soles and Kelsey Soles.
ck2 will also invite consumers to share with the world how exhilarating life can be when experienced with others. A global call to action will be issued, asking consumers to show how they “Get Together” with the hash tag #the2ofus.
Taking inspiration from key influencers and other ck2 digital assets, consumers who submit their own #the2ofUs content will have a chance to be featured on the calvinklein.com gallery.
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