Ck One launches first lifestyle campaign
This will be Ck One’s first ever unified media campaign. Confirmed last Autumn by Calvin Klein, Warnaco (license holder of the brand’s underwear, swimwear and jeans lines) and Coty (the perfume’s original developer), this all-embracing project has been turned into a campaign of multiple adverts.
The campaign will be gradually revealed, beginning with the digital adverts. Over the course of one week, Ck one is going to show teaser clips that should make people’s mouths water. Such videos are also bound to encourage people to join the online groups related to the campaign on Facebook and Twitter, or their Chinese equivalents Ren Ren and Weibo.
A group of images created by fashion photographer Steven Meisel will be the first to be revealed. Having already previously shot a campaign for Ck One back in 1994, Meisel has tried to recreate for 2011 the same tone that made the unisex fragrance so successful. He did this via videos which were then used to extract the short clips from. The campaign will feature the faces of around 30 models, famous and unknown, amongst which one can find models Lara Stone (Calvin Klein’s muse in all of its campaigns this season), Alice Dellal, Pixie Geldof and Bambi Northwood-Blyth, American boxer Robert Evans and even a Russian rapper called Yuri Pleskun. This eclectic casting reflects the ‘global’ image that Ck One is aiming for.
After having launched on the internet, by the month of April the campaign will be transformed into applications for smartphones, billboards spread across the most important cities in the world, as well as several publications in the press. Ck one’s lifestyle collection will help the brand emphasise its diverse image, with a campaign that is bound to appeal to its target audience: the young consumers.
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