This is
Calvin Klein's teaser of one of the biggest digital interactive for
ck one launching on
March 1st, across a whole range of mediums including online, print, outdoor and mobile. The campaign is shot by one of our favourite photographers,
Steven Meisel, who also shot the original campaigns of ck one back in 1994. It will be huge! The campaign will include over 30 individuals of both men and women that represent our generation and celebrating individuality. Big names include Lara Stone, Abbey Lee Kershaw, and Bambi Northwood-Blyth.
“The ck one collection is not about wearing clothes the way you’ve been told, it’s about making them your own. We put the pieces in there in all sizes, from XXXL to XS; it’s not about the perfect size - it’s a play on proportion and androgyny,” Kevin Carrigan, the global creative director of Calvin Klein Jeans and ck Calvin Klein, explains to
Vogue.
“Girls were wearing jeans that were baggy and far too big, or wearing oversized shirts as dresses, they made the collection their own.” It is an experimental global campaign where people can connect, creating conversations on platforms like Facebook, creating and uploading their own videos which becomes part of the campaign. This is a great idea as the social online media is growing rapidly and Calvin Klein is such a modern brand that is keeping up and listening to their buyers and audiences.
I think it's quite smart to use such a simple concept and diverse individuals in the campaign where everyone will find a connection no matter race,, culture, gender, age, style, interests, etc. It is a powerful marketing tool that I think will be quite successful, giving the opportunity to the audience the ability to participate.
Personally love these videos!
CKI declined to disclose the cost of the campaign, but said it is the largest digital initiative in its history. Directed by Steven Meisel, who did the original ck one fragrance campaign with Kate Moss and a gaggle of other Nineties faces, the new black-and-white ads are an evolution in the spirit of the current generation, centered around the new ckone.com site.CRK Advertising and consulting creative director Fabien Baron conceived the ad. There are four different iterations — for Jeans, Underwear, Fragrance and one for all categories — with more than 60 differently edited variations, some of which specifically target Asia. A key purpose is to drive traffic to ckone.com, which offers profiles of the cast and background content, and lets visitors upload their own ck one video versions. The site, available in 11 languages, will also have a global store, and custom mobile apps available for the iPhone, Android and Symbian."CAST:Dutch supermodel Lara Stone – who also features in the Calvin Klein Collection and ck Calvin Klein Spring 2011 campaigns
American musician/performer Cassie Ventura
Australian model Abbey Lee Kershaw
Brazilian model/drummer Alice Dellal
British model/musician Pixie Geldof
American singer/songwriter Sky Ferreira
UK-based singer Rita Ora
British model/songwriter Ruby Aldridge
Chinese model Fei Fei Sun
British model Eliza Cummings
Australian model Ajak Deng
Australian model Bambi Northwood-Blyth
Slovenian model/dancer Valerija Kelava
Chinese supermodel Wang Xiao
Tanzanian model Herieth Paul
American model Samantha Gradoville
British boxing champion/Olympic hopeful Rob Evans
British model Aaron Frew
Russian model/rapper Yuri Pleskun
American musician Ian Mellencamp
French model David Agbodji
American street dancer Eric Ramos
British model Callum Wilson
British model/dancer Jackson Blyton Megran
Swedish artist Viggo Janason
Dutch/Irish model/performer Piet Vander Heijden
Dutch actor/dancer Steven van Nieuwenburg
Japanese student/singer Tomo Aki Kurata
American producer/musician Robert Booker
American model Bo Ackerman
British model and steel drummer Kyle Bethelmy Forde
Spanish model River Viiperi
Swedish model Dan Kling
Source FTape and Black Book Magazine
