NEW YORK, Feb 22, 2011 / FW/ — With a star-studded cast led by Dutch supermodel Lara Stone, ck one unveiled today its Spring 2011 global advertising campaign as a multi-platform experience.
No longer just a fragrance, ck one ck one is the new lifestyle brand of contemporary men’s and women’s jeanswear, underwear, and swimwear. The label takes inspiration from the iconic, globally recognized ck one unisex fragrance brand.
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.
Featuring over 30+ dynamic individuals, the ck one Spring 2011campaign builds on the iconic visual legacy of the brand. Unlike other campaigns wherein everything is revealed on one day, ck one is unveiling its multi-faceted promotion by stages, leading up to a full reveal on Tuesday, March 1st.
Planned to be on-line, mobile, print, and outdoor, this ck one campaign will be the largest digital initiative in the company’s history to date with the global hub of the ck one brand located at the newly launched www.ckone.com.
Created for consumers and fans to personally experience the brand and learn more about the lifestyle, products, campaign and featured talent, ckone.com will be the uniting factor the mobile web and social media applications created for the campaign.
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).
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®.
Photo by Steven Meisel, courtesy of ck one