CK Jeans: Meet Me
In the ’90s, Calvin Klein was seductive, uncensored, and with the help of a topless Kate Moss, the essence of cool. We reclaimed the brand’s provocative roots with the CK Jeans fall 2015 campaign Meet Me—real-life stories told through text (read: sext) exchanges brought to life through imagery. This was a campaign about modern romance that got people hot, bothered, and talking.
Using real sexts, Meet Me pulled back the covers on private encounters. The stories were brought to life by photographer Mario Sorrenti.
CK’s first same-sex couple came out via a 53-foot high billboard in downtown New York.
Tinder was the perfect place to launch a campaign about modern romance.