To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in.

CK One's 20th Anniversary: To Thine Own Self(ie) Be True

Mother New York Celebrates CK One Fragrances' 20th Anniversary with New Global Campaign

Editor's Pick

In 1980, Calvin Klein made waves when a then-16 year-old jean-clad Brooke Shields uttered "Do you want to know what comes between me and my Calvins? Nothing." The sensual spot and print ads that followed were deemed incendiary.

Today, CK One fragrances celebrate their 20th anniversary with the help of Mother New York and, while this new global campaign is the agency's first piece of creative for this client, the provocative and sensual work stays true to the brand.

The unisex scent introduced itself to a new generation with its 2011 print campaign by throwing an epic boy-girl dance party. This latest promotional effort, however, dismisses gender roles all together and plays up sexuality in every form.

The spot is filmed from a camera phone perspective, targeting young and younger adults with a campaign focused on technology and exploring identity in the digital landscape. Edgy art, music and modeling up and comers from around the globe appear-- including Korean, British and American singers Taeyang. Dev Hynes, Kelela. The print and television ads will then prompt their fans, old and new, to explore the work housed on social media platforms including snapchat and tumblr in support of the rest of the campaign.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Jul 02, 2014
Agency:
Mother New York
Client:
CK One
Production Company:
Southdown Pictures
Director:
Mario Sorrenti
DP:
Lars Beaulieu
DP:
Alexander Dynan
Executive Producer:
Lynn Zekanis
Line Producer:
Lisa Ruffler
Costume & Wardrobe Design:
Panos
Production Designer:
Philip Haemmerle
Hair:
Bob Recine
Make Up:
Yadim
Editorial Company:
Consulate
Editor:
Chad Sipkin
Post Producer:
Charlyn Derrick
VFX Supervisor/Head of CG:
Nadia Sadigianis
Final Grade & Finishing:
The Box Studios
Music Production:
Finger Music
Music Production:
Tri Angle Records
Music Production:
Evian Christ
Music Producer:
Ewa Miller
Music Producer:
Robin Carolan
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Subscribe Now

Become a Member of Ad Age