By Kenneth Richard | The Impressionist
Upon seeing a wave of ‘casting via the internet’ a music artist decided to take a risk and put it all out there on Instagram last spring with an image of himself in his best Calvins using the #mycalvin tag. And wouldn’t you know it a year later that risk-taking act of self-promotion landed him a Calvin Klein ad campaign opposite supermodel Lara Stone. Of course the fact that he was a 30-time platinum-selling music artist named Justin Bieber didn’t hurt either.
That being said, you can chalk another one up to the power of digital to make connections and build dreams which is why the Calvin Klein brand started that whole #mycalvins to begin with. For their latest campaign the brand continued their partnership with photographic duo Mert Alas and Marcus Piggott who along with video director Johan Renck shot a shirtless Bieber playing provocateur and drummer while showing off the underwear and jeans collection. The campaign of course tips its hat to the iconic 1992 pairing of then musician Mark “Marky-Mark” Wahlberg alongside model Kate Moss in black-and-white ads.
The campaign pairing of Stone and Bieber was foreshadowed when the duo lit up the social media stratosphere during the September fashion week airing of Fashion Rocks when the pair introduced the Calvin Klein segment and Bieber surprised everyone by proving nothing came between him and his Calvin’s and stripped down to his briefs. The result was New York Fashion Weeks most tweeted moment.
Bieber, who has over 150 million followers on his social media platforms was recently named by Twitter as the most tweeted musical artist of 2014. All of which plays strongly into Calvin Klein’s digital focused marketing strategy which for this season will lean more toward digital than print with some outdoor tossed in for good measure. The spring campaign will run in 20 countries with the #mycalvins call to action encouraging fans to post selfies in their best Calvin Klein look. Which surprisingly for many is in fact their underwear. For spring Calvin Klein is layering in ‘experiential’ elements to tie in with the March magazine issues
Justin joins a long list of musicians, models, celebrities and fashion icons that have been featured in our global advertising campaigns. Justin’s global recognition, expressed affinity for the brand, and powerful persona bring a compelling energy to our jeans and underwear brands.
Bieber joins musicians including Taylor Swift, Drake, Sam Smith, Kanye West, Harry Styles, Ciara, Usher, Future, Rita Ora, Trey Songz, Ne-Yo, Iggy Azalea, Fergie, Joe Jonas, Nick Jonas, Common, Solange Knowles, Big Sean, and Tinie Tempah as recent ambassadors of Calvin Klein.
The video plays to the power of musicians with the animal magnetism of a shirtless drummer drawing the allure of a supermodel fan. Stone who has worked with the house since 2007 shared “We had a great time on set and we had a lot of fun shooting the campaign. I think the shoot really captured the energy of the Calvin Klein brand.”
It would appear that the energy of the brand has wisely channeled itself into the digital power outlet of celebrity and especially celebrities with reach. And with more than 20 countries to reach, one needs to bang a drum loudly.
Agency | Wednesday & CRK (Calvin Klein in-house agency)
Creative Directors | Erik Torstensson & Melisa Goldie
Photographer | Mert Alas & Marcus Piggott
Model | Lara Stone & Justin Bieber
Video Director | Johan Renck