Calvin Klein: Fragrance launch campaign

Challenge: For Autumn 2013, Calvin Klein launched its first global fragrance for women since Encounter called, Downtown: a sweet, feminine fragrance that embodied confidence and sophistication.

The agency was asked to create a global digital campaign, featuring Rooney Mara as the face of the entire campaign in a video directed by David Fincher, to drive awareness of the new fragrance, and encourage user participation.

Idea: With its roots in New York, Downtown embodies an attitude of free-expression, liberated from conventions. Housed within a microsite featuring the fragrance and video-assets, users were invited to show what ‘Downtown’ means to them in the form of a moment captured on Instagram and tagged #CKdowntown. Photos were aggregated into an interactive world-map, exhibiting interpretations of ‘Downtown’ from around the world.