US. Calvin Klein Inc, a wholly owned subsidiary of Phillips-Van Heusen Corp, along with Calvin Klein Fragrances, a unit of Coty Prestige, and Warnaco Inc, which owns and operates Calvin Klein Underwear and is the global licensee for Calvin Klein Jeans and Swimwear, today unveils the ck one Spring 2011 global advertising campaign experience.
Said to build on the “iconic visual legacy of the brand”, the inaugural advertising campaign for the new ck one brand lifestyle lines makes its debut today, 23 February. The full reveal will take place on 1 March across multiple digitally integrated platforms – online, mobile, print, and outdoor – all linked by dynamic creative.
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The multi-faceted campaign for ck one will be the largest digital initiative in the company’s history to date |
The campaign was conceived by Consulting Creative Director Fabien Baron of Baron + Baron, working with CRK, Calvin Klein’s in-house advertising agency.
The multi-faceted campaign for ck one will be the largest digital initiative in the company’s history to date. The global hub of the ck one brand and campaign will be the newly launched www.ckone.com, which has been designed as the designated destination for all consumers and fans to personally experience the brand and learn more about the lifestyle, products, campaign and featured talent.
Interactive, user-based experiences will be a key component of all aspects of the campaign and events that surround it and social media will be a powerful component of the ck one experience around the world. In addition to the interactive video content featured on the site, ckone.com users will be able to generate their own content and create conversations around that content via social media platforms such as Facebook and Twitter, making this content viewable and shareable with friends and fans globally.
Users will be able to view and share profiles of the campaign cast members, answer rotating prompts based on questions posed by the cast, and even create, upload, and tag their own videos on the site, thus becoming part of the campaign. User generated content will not be separated from the cast content, but will rather be positioned alongside the cast videos. The site will be available in 11 languages and have a global retail store and e-commerce locator.
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The imagery for the campaign was captured during a multi-day shoot in New York City by Steven Meisel |
The campaign will be supported with custom mobile applications (iPhone, Android and Symbian) with exclusive campaign content; global social media integration; and robust AR (Augmented Reality) programmes with cutting edge image recognition technology (no code necessary).
These programs serve as gateways to unique ck one video experiences, where consumers can meet and connect with the cast of the campaign through videos and other interactive exchanges, allowing consumers to view exclusive content and get a peek behind the scenes at the campaign shoot.
“This is an important global multi-product launch and represents the company’s largest digitally-focused campaign to date,” said Calvin Klein Inc President & CEO Tom Murry. “The emphasis on social media and the interactivity of this campaign serve to redefine the ck one brand for a new generation. The creative is exciting and strong and the multi-prong platform is on target to reach a younger demographic, while remaining true to the legacy of the iconic ck one brand.”
An online teaser campaign with video ads begins this week on key global websites, which will encourage users to “like Calvin Klein on Facebook to reveal more” about the campaign. The teaser campaign will also launch Calvin Klein’s permanent social media presence in China on popular social networking sites websites Ren Ren and Weibo.
Beginning 1 March, the outdoor campaign will be featured on LED billboards in high impact locations in New York City (at Houston & Lafayette Streets and on Subway Urban Panels) and in Los Angeles, California (at Sunset Boulevard & Havenhurst Drive), as well as key sites in Seoul, Rome, Madrid, and Barcelona. On 1 March the full outdoor campaign will roll out further to Paris, London, Milan, Hamburg, Shanghai, Guangzhou, Hong Kong, Singapore, Sydney and Melbourne, among other key cities.
The initial outdoor creative will be tagged with call-outs to encourage users to “download the app at ckone.com and scan to reveal more” which will unlock AR content featuring exclusive video from the campaign. The global print campaign will debut in April 2011 magazines with multi-page impact units which will promote the ck one site and downloadable app, and – for the first time – all print ads globally will be enabled with ck one AR technology.
The imagery for the campaign was captured during a multi-day shoot in New York City by renowned fashion photographer Steven Meisel, who shot the original campaign for the launch of the ck one fragrance in 1994, setting the tone for this powerful brand. The campaign imagery was filmed and all of the print images are still captures from the video footage.
The campaign’s dynamic creative brings together the men’s and women’s jeans, underwear, and fragrance categories with one unified concept featuring a cast of more than 30 distinct men and women who aim to embody the authentic individuality that is such an inherent part of the iconic ck one brand. Some of those featured are professional models, musicians, performers, dancers, and artists, while many others were cast on the street around the world and represent a wide and different range of backgrounds, nationalities, and talents.
In addition to Dutch supermodel Lara Stone – who is also featured in the Calvin Klein Collection and ck Calvin Klein Spring 2011 advertising campaigns – the cast includes American musician/performer Cassie Ventura; Australian model Abbey Lee Kershaw; Brazilian model/drummer Alice Dellal; British model/musician Pixie Geldof; American singer/songwriter Sky Ferreira; UK-based singer Rita Ora; British model/songwriter Ruby Aldridge; Chinese model Fei Fei Sun; British model Eliza Cummings; Australian model Ajak Deng; Australian model Bambi Northwood-Blyth; Slovenian model/dancer Valerija Kelava; Chinese supermodel Wang Xiao; Tanzanian model Herieth Paul; American model Samantha Gradoville; British boxing champion/Olympic hopeful Robert Evans; British model Aaron Frew; Russian model/rapper Yuri Pleskun; American musician Ian Mellencamp; French model David Agbodji; American street dancer Eric Ramos; British model Callum Wilson; British model/dancer Jackson Blyton Megran; Swedish artist Viggo Janason; Dutch/Irish model/performer Piet Vander Heijden; Dutch actor/dancer Steven van Nieuwenburg; Japanese student/singer Tomo Aki Kurata; American producer/musician Robert Booker; American model Bo Ackerman; British model and steel drummer Kyle Bethelmy Forde; Spanish model River Viiperi; and, Swedish model Dan Kling.
As first announced last autumn, ck one is the new lifestyle brand of contemporary men’s and women’s jeanswear, underwear, and swimwear which takes inspiration from the iconic, globally recognised ck one unisex fragrance brand.
“ck one has maintained its status as an iconic global brand since it first launched in 1994,” noted Coty Prestige Senior Vice President, American Fragrances Catherine Walsh. “Its advertising campaigns have always sent an inspirational message of unity by bringing together people from a diverse range of cultures. The new campaign continues that legacy, connecting consumers with the brand in a modern and vibrant way that is an exciting part of ck one’s ongoing evolution.”
Warnaco Senior Vice President, Marketing Craig Brommers added: “The new ck one apparel brand gives us the ability to extend our conversation with an expanded global audience, and we feel strongly that this campaign will resonate with the target demographic and further the reach of the ck one brand.”
