Ordinary users of social networks under the supervision of fashion gurus! Piquant and not too decent personal correspondence of English-speaking users of social networks became a highlight of the advertising campus Calvin Klein.
A lot of passion, open sexuality and a challenge to society - that seems to be the main ingredients for the success of all Calvin Klein campaigns. In the present camp, decent photos of Mario Sorrenti are supplemented with screenshots of correspondence, in which we see the dating stories and love relationships of real people. The content of the texts corresponds to what is happening in the photo, developing one story: young people are driven by the power of attraction to each other, they discuss without embarrassment even threesome sex.
"We wanted to tell the whole truth about dating on the Internet - meetings, flirting and the incredible sense of freedom that is present on the web. We saw in this is not just a way of communication for young people. They really meet in the network "- the marketing idea of the brand was announced the main idea of the campaign."
This risky move of marketers Calvin Klein is already called a real social experiment, and the advertising campaign ranked among the best in the history of the brand.