CALVIN KLEIN and TYRONE LEBON reteam for their biggest narrative yet


BY KENNETH RICHARD

Calvin Klein once again looks to pave the way for innovative fashion marketing with their largest campaign ever which strums two key cords of modern marketing: ‘content is king’ and ‘the medium is the message.’

Tyrone Lebon, who created their Spring 2016 campaign, continues with “I _______ in #mycalvins”once again with a dynamic cast including the likes of songwriter and producer Frank Ocean; fashion icon Kate Moss; actress Margot Robbie; rapper Young Thug; model Bella Hadid; and even fashion industry veteran Grace Coddington. Over 50 videos featuring campaign cast interviews, behind-the-scenes content and talent performances launches today on ck.com, beginning with a 24-hour integrated video takeover on its U.S. site, www.ck.com/mycalvins.

That volume of content will be augmented and updated regularly by a season long digital “zine” providing audiovisual stories. Select talents will also offer 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.

With the medium is the message in mind, the house gave a sneak peak at the campaign in March via their Calvin Klein’s Periscope channel. Fans were granted early access to the shoot with behind-the-scenes videos of campaign talent including Bella Hadid, Cameron Dallas, Selah Marley and street cast members. Dazed Media will once again partner with the house via their print and digital properties, culminating with their 25th anniversary celebration in London.

The objective: over 500 million impressions planned across 26 global markets via a diversified media mix comprised of digital, mobile, print, and outdoor advertising.

Through our Fall 2016 global campaign, we push the boundaries of traditional advertising with our content and our cast. 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.

– Melisa Goldie, Chief Marketing Officer, Calvin Klein, Inc.

And share they will as the campaign provides custom designed sharable content as well as images and videos from additional cast members like social media superstar Cameron Dallas; Real Madrid footballer James Rodriguez; actress, musician and model Zoe Kravitz; indie actor Lola Kirke; musician, actor and cultural icon Henry Rollins; singer-songwriter G.E.M.; Little League baseball phenom 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.

The Impression has to hand it to the house for leveraging their finite budget for their large global brand that transcends traditional media by empowering the public with assets they can share to help the house gain impressions via earned media. Recognizing that not only is story telling crucial, but the volume and diversity of stars in their story is equally relevant. They also has the wisdom to understand that technologies of specific mediums allow for them to tailor messages that are in fact the medium themselves such as Spotify.

While many may question the creative and compare it to refined campaigns of 6 to 10 images, that line of thinking does a disservice to wisdom of the campaign and a lack of understanding of the cost associated to creating something of this magnitude.  “The Impression appreciates the mountain Calvin Klein is climbing in #mycalvins” and wishes them a well for every impression they make.

Photographer/Filmmaker | Tyrone Lebon
Model/Talent | Frank Ocean, Kate Moss, Margot Robbie, Young Thug, Bella Hadid, Grace Coddington, Cameron Dallas, James Rodriguez, Zoe Kravitz, Lola Kirke, Henry Rollins, G.E.M., Mo’ne Davis, Sonoya Mizuno, Yung Beef, Antoine-Olivier Pilon, Aomi Muyock, Cuba Tornado Scott, Selah Marley, Kacy Hill, Keith Ape, Presley Walker Gerber, Anna Ewers, Mark Maceachen and Roos Abels, Tommy Genesis, and Yung Lean


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