ck one Spring advertising campaign unveiled
Calvin Klein, Inc., a wholly owned subsidiary of Phillips-Van Heusen Corporation, 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, unveiled the ck one 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 Wednesday, February 23rd. Throughout the week the momentum builds, leading up to the full reveal of the campaign on Tuesday, March 1st across multiple digitally integrated platforms – on-line, mobile, print, and outdoor – all linked by dynamic creative. 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.
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 like 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.
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) programs 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 Tom Murry, President & CEO, Calvin Klein, Inc. 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."