Twenty years ago Calvin Klein set the rules for sexy hipness with its now-iconic ck one ads. Featuring a fresh-faced Kate Moss and other of-the-moment models like Jenny Shimizu, the black-and-white ads launched the brand into ubiquity. Now, to commemorate the unisex fragrance’s 20th anniversary, Calvin Klein has re-imagined its inaugural ad for the selfie age.
As with original, Calvin Klein has chosen a number of up-and-coming artists and personalities (remember, Kate Mass was far from “Queen Kate” status 20 years ago) to feature including singer/songwriter Dev Hynes, electro-pop singer Kelela, electronic artist and producer Evian Christ and a slew of young models.
But rather than showcasing slightly provocatively poses, “ck one 2014” is a hazy, slightly NSFW orgy of young sexuality and digital self-obsession. As the pretty young things writhe, make out passionately, and bliss out in a club, this time the action is seemingly captured by a camera phone, into which everyone stares longingly.
Looking to “capture the relevance of the brand for a new generation,” the campaign’s digital strategy includes a Tumblr account that houses digital assets from the shoot, and a Snapchat account that allows cast members to share messages with their followers.
The campaign was shot by photographer Mario Sorrenti--the same photog who shot iconic images of Moss for the Obsession campaigns--and was created by agency Mother New York and produced under the direction of Calvin Klein, Inc.’s in-house ad agency and studio.