Fashion house Calvin Klein [owned by PVH Corp] and Coty, which has the licence for Calvin Klein fragrances, have launched the global advertising campaign for the new gender-free fragrance ck2 at London Gatwick airport (LGW), well ahead of domestic markets, set for February 2016.

The Gatwick coup is the airport’s largest duty free and travel retail advertising campaign, and via partner Airport Media it is using large-format HD digital screens and sites – many in close proximity to World Duty Free’s main store – to target so-called Millennial consumers in departures in an effective digital blitz.

Airport Media – which is fully taking over the digital advertising at LGW from Eye Airports in the first quarter 2016 – says: “This selection of formats delivers impact and standout across both terminals.” LGW was an obvious choice for the launch as 42% of total passenger journeys there are made by Millennials, while this demographic accounts for 20% of global tourists.

The ad campaign’s fours stories emphasise the diversity of relationships

That was a key factor in Coty’s decision to launch the fragrance in DF&TR during Christmas and Chinese New Year, before domestic markets in early 2016.

FOUR CAMPAIGN STORIES

The ck2 scent for men and women – which celebrates the diversity of connections between two people – uses an ad creative based on four couples that fold into one another in unexpected ways. Against a backdrop of urban and natural settings, the uniqueness of each relationship is shared through a tapestry of experiences and emotion.

Stauss: ‘ck2 is the new generation of CK One’

Coty Marketing Director Travel Retail & Export Worldwide, Markus Stauss says of the millennial audience: “CK2 is the new generation of CK One. This generation is not fighting for freedom anymore. These days in some countries you can select gender-free as an option on your passport form. So these young people have grown up with gay rights and more equality across the board. For them it’s all about connectivity, togetherness and having a great time.”

Coty will use social media via the hashtag #the2ofus so that passengers can share their experiences and show how they ‘Get Together’. Submissions will have a chance to be featured on the CalvinKlein.com gallery.

The campaign was shot in Puerto Rico by photographer Ryan McGinley and produced under the direction of Calvin Klein’s in-house ad agency together with creative agency Mother New York. The cast includes Victoria Brito, Dakota Garrett, Luka Sabbat, Erin Eliopulos, Kyle Mobus, Sung Jin Park, and twin sisters Baylee Soles and Kelsey Soles. The ck2 campaign film features the song Radar by indie-rock duo Danger Twins.

For Coty, whose net revenue is $4.4bn, Calvin Klein represents one of its core pillars alongside familiar names in DF&TR such as Chloé, Davidoff, and Marc Jacobs.

Hard to miss: the ads are everywhere at LGW