Home / Knowledge / News / Fashion / ck one 'we are one' offers uplifting message of unity
ck one 'we are one' offers uplifting message of unity
12
Jan '09
Calvin Klein, Inc. a wholly owned subsidiary of Phillips-Van Heusen Corporation announced that Calvin Klein Fragrances, a unit of Coty Prestige, will launch a new worldwide advertising campaign for ck one, giving voice to the optimistic spirit of a new ck one generation.

Fifteen years after the fragrance debuted -- as the world's original shared fragrance and most successful launch to date -- the ck one "we are one" campaign offers an uplifting message of unity. The television spot features a large cast of men and women of diverse ages and ethnicities singing an original song about the power of people coming together as one. The campaign continues the legacy of ck one's iconic black and white imagery and of-the-moment casting and injects the brand with a positive point of view and compelling campaign front man in musician Jamie Burke.

"The ck one "we are one" campaign is inspired by a social movement of people coming together in the spirit of unity, connecting a diverse range of ages, races, genders, and cultures," says Catherine Walsh, Senior Vice President of American Fragrances, Coty Prestige. "The heart of the campaign is a powerful original song, which reminds us of the common language of music."

"Having maintained its status as an iconic global brand, ck one is as relevant today as it was when it first launched in 1994," says Malcolm Carfrae, EVP, Global Communications, Calvin Klein, Inc. "Since then, ck one advertising campaigns have become famous for their creative direction as well as for the talent featured. At the forefront of this most recent introduction is musician Jamie Burke, who has also appeared in two recent Calvin Klein Jeans campaigns. The latest ck one campaign strikes a chord by reflecting a spirit of unity through music and the current zeitgeist of social change and optimism."

The campaign was directed by Trey Laird of Laird + Partners in conjunction with Calvin Klein, Inc.'s in-house creative studio, CRK Advertising. The print campaign is a virtual portrait gallery of striking and uplifting black and white images of a celebratory group of beautifully unique men, women, and children on a mountaintop, shot by photographer Steven Meisel.

"What's incredible about Calvin Klein is that it always manages to reflect what's going on in the world, sometimes even before it happens," says Trey Laird the campaign's consulting creative director. "I think with the original ck one launch over a decade ago there was a little bit of angst, a little bit of independence and rebelliousness that was reflected in the people in those ads. It was very right for the time and really struck a chord. Today people are more about getting involved, being part of a solution, and coming together with hope for the future. It's not just about you; it's really about what you can do in your part of the world."

The ads were shot on location at the Big Sky Ranch in Simi Valley, California and feature a cast of 27 men, women, and children from all over the world. Ranging in age from three to 40+, the group includes a pair of sisters, and a mother and son -- all led by musician Jamie Burke. Burke's striking looks and natural rock star persona led to him being cast in the Spring and Fall 2007 Calvin Klein Jeans campaigns. He emerged as the front man of the ck one "we are one" campaign, performing and producing the campaign's original song. ck one campaigns have always presented intriguing casting; the original campaign featured Kate Moss and a group of "Gen X" hipsters including Donovan Leitch, Stella Tennant, Jenny Shimizu, and Kirsten Owen, who also appears in the current campaign.


Must ReadView All

'Requirement of polyester filament yarn is increasing'

Textiles | On 19th Jun 2018

'Requirement of polyester filament yarn is increasing'

The requirement of polyester filament yarn (PFY) is increasing as it...

Courtesy: SAC

Textiles | On 19th Jun 2018

SAC to release pilot of Higg Facility Social Labour Module

The Sustainable Apparel Coalition (SAC) will release this year a...

Courtesy: Ebay

Apparel/Garments | On 19th Jun 2018

eBay partners with Noon for e-commerce sales in Middle East

Noon, the $1 billion e-commerce venture backed by Dubai businessman...

Interviews View All

Marazban F Velati
Sutlej Textiles & Industries limited

No training can be effective till the candidate believes in it.

Sunil Kumar Sharma
Loknayak JPNSSSG Ltd

'The blend of cotton–linen yarn has high demand in the domestic and...

Krishnanand Tripathi
Textrade International Ltd

We believe in vocational education for entry-level employees, offering...

Mala Alwani

<div>Delhi-based fast fashion womenswear brand, Besiva, aims to bridge the ...

John Kelley

Textile Events is one of the largest textile fair in the United Kingdom,...

Tejas N Patel, Navin D Patel

Founded in 1999 by Navin Patel in the name of Tejas Fabrics with 100...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Cigdem Akin
Cigdem Akin

She has carved a niche for herself as the national brand of Turkey. Her...

Akta Adani
India Boulevard

India Boulevard is a San Francisco-based curated fashion marketplace that...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

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

Leave your Comments


June 2018

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

news category


Related Categories:

Advanced Search