Calvin Klein Fragrance, owned by Coty has unveiled a new digital campaign promoting its new men’s fragrance, Encounter Calvin Klein, which is set to hit the stores this September.

Photo: Calvin Klein Encounter campaign, from www.encountercalvinklein.com

Entitled ‘Dare to Encounter’, the campaign combines digital images made in mystic and romantic style. The celebs featuring in the campaign are True Blood actor Alexander Skarsgård, who is the face of the scent, and supermodel Lara Stone. 

The objects on the images are moving due to GIF format creating a ‘live’ effect and telling a story of one encounter. The images and information on the upcoming fragrance are now available on a dedicated web site where visitors can also set on a virtual journey and unlock challenges.

The winners who complete the challenge will be granted access to watch the Encounter Calvin Klein short film, and enter into a prize draw. Prizes vary by country. Additionally, the campaign will be supported with paid media across all social media channels, including Facebook, Twitter and YouTube, says Moodiereport.

The campaign was created by Baron + Baron, Calvin Klein’s in-house advertising agency CRK, and AKQA.

Photos: Calvin Klein Encounter campaign, from www.encountercalvinklein.com