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CK One unveils global advertising campaign for spring ’11


February 23, 2011/9.21

CK One
CK One
Steven Meisel

Calvin Klein, Coty (the fragrance licensee) and Warnaco (which runs Calvin Klein Underwear and licenses the brand for jeans and swimear) have unveiled the spring advertising campaign for CK One.
   The campaign, created by Fabien Baron in cooperation with Calvin Klein’s internal ad team, breaks its teasers on February 23 globally, leading up to a full reveal on March 1.
   Campaign photography was shot by Steven Meisel, who shot the first CK One fragrance advertisements in 1994.
   Dutch model Lara Stone, who is married to Little Britain’s David Walliams, leads the campaign, and is joined by Cassie Ventura, Abbey Lee Kershaw, Alice Dellal, Pixie Geldof, Sky Ferreira, Rita Ora, Ruby Aldridge, Fei Fei Sun, Eliza Cummings, Ajak Deng, Bambi Northwood-Blyth, Valerija Kelava, Wang Xiao, Herieth Paul, Samantha Gradoville, Robert Evans, Aaron Frew, Yuri Pleskun, Ian Mellencamp, David Agbodji, Eric Ramos, Callum Wilson, Jackson Blyton Megran, Viggo Janason, Piet Vander Heijden, Steven van Nieuwenburg, Tomo Aki Kurata, Robert Booker, Bo Ackerman, Kyle Bethelmy Forde, River Viiperi and Dan Kling.
   The company says multiple platforms will be reached: online, mobile, print and outdoor. It claims it is one of its largest, with the website,, being the hub.
   Tom Murry, President & CEO, Calvin Klein, Inc., says, ‘This is an important global multi-product launch and represents the company’s largest digitally-focused campaign to date.’
   The website features interactive video, while users can generate their own content for social media platforms.
   Among the features is the ability for users to create and tag their own video content, ‘thus becoming part of the campaign,’ says the company.
   ‘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,’ it says.
   Iphone, Android and Symbian will also be supported, and augmented reality programs will feature.
   From March 1, the full outdoor campaign will hit key sites in, inter alia, New York, Los Angeles, Seoul, Roma, Madrid, Barcelona, Paris, London, Milano, Hamburg, Shanghai, Guangzhou, Hong Kong, Singapore, Sydney, and Melbourne.

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Filed by Lucire staff

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