Home / Knowledge / News / Apparel/Garments / ck one Spring advertising campaign unveiled
ck one Spring advertising campaign unveiled
25
Feb '11
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."


Must ReadView All

Apparel/Garments | On 29th Jun 2017

Amazon intends to keep investing and growing in India

American online retail giant Amazon intends to keep investing and...

Textiles | On 29th Jun 2017

Vietnam’s textile & garment exports cross $10bn till May

Vietnam earned $10... billion from textile and garment exports in the ...

Textiles | On 29th Jun 2017

Indian textile industry will reach new milestone by 2020

By 2020, textile technologies will be highly advanced not only with...

Interviews View All

Shawn Honeycutt
Bolger & O'Hearn

‘The Indian market is interesting and rather persistent in seeking new...

Sachin Sharma
Gem Enviro Management Pvt Ltd

There are no significant differences between virgin yarn and PET recycled...

Ajay Ghariwala
Luthra Group

We are ready to adopt or follow every opportunity

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Sanjukta Dutta
Sanjukta's Studio

<b>Sanjukta Dutta</b> creates unique garments by clubbing prints of...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
July 2017

July 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search



X