|Calvin Klein's racy new #mycalvins campaign, shot by Mario Sorrenti|
Sexting. Online hookups. Threesomes. Forget emoji's. Calvin Klein is presenting the edgier side of our digital lives. The intention behind the new #mycalvins campaign? "Conversation through provocation." Shot by Mario Sorrenti, the images mean to make a statement.
"We saw a behavior happening out there—and not just [with] the younger generation. It's really dating via digital. It's authentic and true to how this consumer communicates," she says. "We're highlighting the truth about dating—the meetup, the hookup and the freedom that you have through the digital dating landscape and how instantaneous it is."
"Mother New York hung out with kids living in today's world and heard stories from best hookups to steamiest sexts. Nothing was off limits," says Michael Ian Kaye, Mother New York executive creative director. "The result is a campaign that broaches online dating, open relationships and complex sexuality, bringing to life the truths about modern love."
The #mycalvins campaign is coming soon to cities like New York, Bangkok, São Paulo, as well as the Tinder app.
Read more at Adweek.