calvin klein

Launch of a new fragrance

influence strategy

After imagining CK Obsessed fragrances in the 1990s, the brand decided to reinterpret this emblematic perfume. It was for this new launch that Calvin Klein challenged Tanke to come up with an influential strategy for these new fragrances.

Tanke’s creative team decided to invite nine influencers to take ownership the universe and the famous photos created by Mario Sorrenti in 1993. We suggested to the influencers to stage different obsessions in order to modernize the image of passion such as: love, art, the desire to discover the world, attachment to a place…

Photo credit: @fadela, @dressingleeloo, @hxlloworld, @jaimetoutcheztoi, @merystache