Calvin Klein / “One Future”
In today’s pop culture, politics is unavoidable. Generation Z is fueled by a hope for change – a feeling of newfound engagement, activism, and awareness has overtaken. Calvin Klein wanted to build a connection with their young audience through custom activations that raise awareness to their own socially conscious efforts.
CK partnered with Spotify to build a creative platform –“One Future” – centered around hope, community, and a commitment to building a better future. Spotify created audio, video, and display assets to drive listeners to a custom digital experience fueled by the power of music. Users were prompted to connect their Spotify accounts to share the songs that give them hope. These user curated songs were then added to an evolving collaborative playlist for all fans to enjoy.
Overall, the campaign delivered over 25M impressions to global users and surpassed CTR benchmarks. Ad Recall, social awareness and intent to purchase all increased. We also saw which artists resonated the most as this generation shared their hopes for the future: BTS, Harry Styles, Juice WRLD and Ariana Grande were the four most-added artists to listener playlists.
View The Experience
//Role: Lead Creative Strategist (Spotify), Digital Production Support, Client Management Support
//Agency: Red Apple Creative