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ck one Spring advertising campaign unveiled
25 Feb '11
5 min read
An on-line 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 March 1st, 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. Starting March 1st, 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 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.
Click here for more details.
Beginning March 1st, 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. Starting March 1st, 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 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.
Click here for more details.
Calvin Klein Inc
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