Calvin Klein
ANDY’S 2022 Shortlist
Telly 2022 Winner, Silver in Online Commercial
Telly 2022 Winner, Silver in Branded Content
Bottle the Moment
We’ve all been reminded of our middle school perfume or cologne and instantly been taken back. This insight, that scent is closely related to memories, is what inspired our campaign. In this spot, we will show how remembering old moments can help a father and son who are at odds.
We will capture the struggles of parenthood as a father tries to understand his reckless son. A whiff of his old cologne brings the father back to his own teenage years. Remembering his own journey to find himself, the mistakes he made, and the arguments he had with his own father help him to understand and connect with his son in the present day.
These stories encapsulate how one spray of a scent can take us back to a specific moment in time.
Limited Edition Packaging
We designed minimalistic black and white custom packaging for each of the CK scents. In addition, customers can submit a photo to print on the inside of the bottle. Whether their favorite scent reminds them of skateboarding with friends, falling in love, or going to grandma’s house, their custom bottle can be a unique token of their memory.
Social
We will use the Instagram Add Yours feature for people to engage with the brand by sharing a CK scent that takes them back to moment in time.
Viewers, Influencers, and Calvin Klein will participate in this campaign.
Behind the Scenes
Director: Andrew Rhee
DP: Asher Huskinson
Producer: Kade Earls
Art Directors: Sara Jane Leonard and Kylie Romano
Copywriter: Ingrid Ughe
Strategist: K Choi