Calvin Klein

Remember Life’s Moments

Of our five senses, smell is the most closely tied to memory. We chose to forgo the usual sex appeal of cologne ads and focus on something a little more meaningful. The Remember Life’s Moments campaign centers on the power of cologne to bring an old memory to life and help us learn from the past.

TV Spot

Awards

The Telly Awards

Young Ones ADC

Branded Content: Silver

Online Commercials: Silver

Film Craft: Merit Award

Print

Packaging

For the duration of the campaign, limited edition customizable cologne and perfume bottles will be available to purchase. Customers can submit a photo or a story to have printed on the inside of the bottle. So whether their favorite scent reminds them of bedtime stories with mom, biking with friends, or falling in love they can have a bottle as unique as their memory.

Social

Calvin Klein Official

We’ll create content on Calvin Klein’s page using instagram prompts to share their signature scents and the memories they spark.

Influencers

We’ll partner with CK models and influencers who will share their favorite CK cologne or perfume and what it takes them back to.

User Generated

The prompts will be open for all to add to. We’ll post new scent-related prompts weekly so users can share a variety of memories spurred by their favorite CK scents.

My Role

I had a goal to make a perfume or cologne ad about something more than just sex appeal. Of our five senses, scent is the one most closely linked to memory in our brains. I pitched this insight to our team and we brainstormed various ways these memories and connection could come to life. Eventually we chose to use one of the stories I pitched, of a father connecting with his son after the smell of his high school cologne takes him back to his teenage years. As an art director on set I worked on wardrobe and set design and kept an eye on the details. After our TV spot was filmed we brainstormed ways to expand the campaign. I designed the limited edition packaging, mocked up what our social campaign would look like, and brainstormed for our print ads.

Creative Process