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Klein Time

By Marissa Tozzi | Impressionist

We’re constantly ‘watch-ing’ out for Calvin Klein’s next move, and as of today, Calvin Klein Watches & Jewelry has released their latest 2016 global advertising campaign based on the notion “Life in the Now”.

Based in New York City, this lively campaign is shot by American photographer Cass Bird – capturing the “in the moment” attitude that life requires, and the importance of the value in relationships. It embodies life as it should be, through authenticity, uplifting spirits, exploring and inspiration.

This campaign displays a raw depiction of what pure happiness looks like. Through the creative direction of Calvin Klein’s in-house global advertising and marketing agency, a sequence of dynamic duos are featured in the campaign – musician and actress Zoë Kravitz alongside her mother, actress Lisa Bonet; model Kenya Kinski with her boyfriend, American actor Will Peltz; model couple John Hein and Tilda Lindstan; and lastly, for the second year in a row, Korean model and actor Kim Woo Bin is featured, this year accompanied by Chinese model and street style star, Xiao Wen Ju.

Restating the global digital campaign hashtag for CK which was launched last year, #ckminute, the Calvin Klein Watches & Jewelry Campaign furthers their social media edge in 2016 with their catch phrase, “Life in the now. SHARE YOUR #CKMINUTE”. Kicking off the campaign with worldwide key influences, Calvin Klein is encouraging their consumers to photograph, share and hashtag the unique, individual, spontaneous and significant moments in their lives while accessorizing themselves with their CK watches and other jewelry items.

Included in this set are the bold and graphic Calvin Klein class watch for her and the lively, yet compact, unisex Calvin Klein step. And this isn’t all, Calvin Klein beyond offers a contemporary jewelry line, showcasing smooth and simple works provided by the brand. The 2016 Calvin Klein Watches & Jewelry offerings head back to their roots of natural, elementary, yet chic shapes and styles. ‘Watch’ and celebrate as Calvin Klein captures time.


Agency | CRK (Calvin Klein In-House)
Creative Director | Melisa Goldie
Photographer | Cass Bird
Models | Zoë Kravitz, Lisa Bonet, Kenya Kinski, Will Peltz, John Hein, Tilda Lindstan, Kim Woo Bin & Xiao Wen Ju