Coty and Calvin Klein create digital campaign for Encounter
Source: ©The Moodie Report
By Rebecca Mann, Associate Editor
Calvin Klein Inc, a wholly owned subsidiary of PVH Corp, and Calvin Klein Fragrances, a division of Coty, have announced an interactive digital campaign for the launch of the new men’s fragrance, Encounter Calvin Klein, which will be launched worldwide in September.
Alexander Skarsgård and Lara Stone personify Calvin Klein's fragrant new Encounter
The “Dare to Encounter” online journey will complement the Encounter Calvin Klein advertising campaign, which was created in a classic film noir
style, and aims to portray a story of unresolved tension and desire.
The digital platform will engage users in a virtual journey with the face of the campaign, actor Alexander Skarsgård, through a series of challenges that unlock this story of desire with supermodel and Calvin Klein muse, Lara Stone.
Beginning on the www.ENCOUNTERCalvinKlein.com
website, the journey uses animated GIFs to capture moments from the television advertising shoot and bring them to life in an unexpected way, according to the brand. Upon completion of the challenge, users can watch the Encounter Calvin Klein short film and then enter a competition to win an ultimate Encounter getaway (prizes will vary by country).
The campaign was conceived by Consulting Creative Director, Fabien Baron of Baron + Baron, working with CRK, Calvin Klein Inc’s in-house advertising agency, and AKQA, a New York-based interactive media and technology agency.
The campaign will be supported with paid media across all social media channels, including Facebook, Twitter and YouTube, as well as print and television advertising, which will feature a call to action encouraging users to visit www.ENCOUNTERCalvinKlein.com
. The website will be available in several languages around the world. The global print campaign will make its debut in September titles.