Iconic fashion title talks togetherness via millennial-facing native photographic content.
To further resonate with Australian millennials, COTY and HM Communication Group have teamed up with VICE fashion vertical i-D to help launch Calvin Klein’s new ck2 fragrance. It takes the form of a multi-faceted campaign delivering native content, influencer blogger outreach, and contextual media.
Centered on ck2’s celebration of #the2ofus, the i-D photography-led content includes features on what it means to be young in Australia in 2016, with a shoot with brother and sister duo Jeet and Otis Pavlovic, portraits of inspiring friends, partners, couples and duos.
Editorial focusing on the evolution of the Calvin Klein brand and the cultural impact of their scents coincides with the campaign.
A range of local fashion influencers have been engaged through members of the VICE Bloggers Network, including Spook Magazine, Something You Said, and Citizens of the World, who have produced their own content interpreting #the2ofus in their own way.
Ck2 brand media ran throughout the entire six week campaign period as high impact placements across the VICE Media Network.
