Background / Objective:
Fashion brand Calvin Klein released the first ‘gender-free’ fragrance in Hong Kong. The brand aims to reach both male and female and to celebrate the diversity of connections between two people.
The campaign featured biracial and same-sex couples surrounding the pill-shaped bottle fragrance. For such unordinary product positioning, the Pop Up mobile ad is delivered via the most popular Korean pop star platform in town, Kpop to capture the millennial generation who are fascinated in fashion that matches their mood and speaks for their opinion.