Calvin Klein to launch largest digital campaign to date

The campaign was conceived by creative director Fabien Baron of Baron + Baron, who worked with CRK, Calvin Klein's in-house advertising agency.

The visual for the campaign was taken by renowned fashion photographer Steven Meisel, who shot the original campaign for the launch of the CK One fragrance in 1994.

The campaign's creative brings together CK'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 brand. Some of those featured are professional models, musicians, performers, dancers, and artists, who 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 Australian model Abbey Lee Kershaw, Chinese models Fei Fei Sun and Wang Xiao, Japanese student/ singer Tomo Aki Kurata and Australian model Ajak Deng among others.

'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.

The global hub of the CK One brand and campaign will be located at the newly launched Ckone.com, which allows consumers and fans to personally experience the brand and learn more about the lifestyle, products, campaign and featured talent.

An online 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 RenRen.com and Weibo.

Starting 1 March, the campaign will run across online, an iPhone app, print and outdoor. The outdoor campaign will be featured on LED billboards in high impact locations in key fashion-conscious cities in the US and Europe, as well as in Shanghai, Guangzhou, Hong Kong, Singapore, Sydney, Seoul, 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 a 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.

"This is an important global multi-product launch and represents the company's largest digitally-focused campaign to date," said Tom Murry, president and CEO, Calvin Klein.  "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."

Kevin Carrigan, global creative director of Calvin Klein, added, "The new CK One campaign is all about expressing one's individuality. All of the creative conveys a sense of freedom and the energy of today's more digital generation. It is the perfect time to launch the lifestyle brand of CK One, allowing us to connect with a younger, cooler generation - all very much in keeping with the concept behind the original fragrance."

 

 

Credits:
 
Project ck One Spring 2011 global ad campaign
Client Calvin Kelin Inc
Consulting creative director Fabien Baron of Baron + Baron,
Creative agency CRK, Calvin Klein, Inc.
Photographer Steven Meisel,
Exposure Online, print, OOH,