The concept behind the #ckminute Instagram campaign was to show how an individual spends their time personified by their Calvin Klein watch. As a result this became two Instagram images with a minimalist Calvin Klein aesthetic and narrative but personal captions.

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Can you believe it's been 8 years since I lived in NYC? Keeping track of all the memories with my minimal @calvinklein timepiece

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Not wasting a single hour of daylight for flatlaying with @calvinklein. Many of you said you missed seeing my classic flatlays, so I'm bringing them back!

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