Calvin Klein, Inc., recently unveiled the CKone Spring 2011 global advertising campaign experience. Building on the iconic visual legacy of the brand, the inaugural advertising campaign for the new ck one brand lifestyle lines debuts around the world. The campaign was conceived by consulting creative director Fabien Baron of Baron + Baron, working with CRK, Calvin Klein, Inc.’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 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.
An on-line teaser campaign with video ads begins 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.
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 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 of those featured in the campaign 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 in Fall 2010, 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 recognized ck one unisex fragrance brand.