NEW YORK, NY – January 9, 2009 – Calvin Klein, Inc. a wholly owned subsidiary of Phillips-Van Heusen Corporation [NYSE:PVH] announced today that Calvin Klein Fragrances, a unit of Coty Prestige, will launch a new worldwide advertising campaign for ck one, giving voice to the optimistic spirit of a new ck one generation.
Fifteen years after the fragrance debuted – as the world’s original shared fragrance and most successful launch to date – the ck one “we are one” campaign offers an uplifting message of unity. The television spot features a large cast of men and women of diverse ages and ethnicities singing an original song about the power of people coming together as one. The campaign continues the legacy of ck one’s iconic black and white imagery and of-the-moment casting and injects the brand with a positive point of view and compelling campaign front man in musician Jamie Burke.
“The ck one “wee” campaign is inspired by a social movement of people coming together in the spirit of unity, connecting a diverse range of ages, races, genders, and cultures,” says Catherine Walsh, Senior Vice President of American Fragrances, Coty Prestige. “The heart of the campaign is a powerful original song, which reminds us of the common language of music.”
“Having maintained its status as an iconic global brand, ck one is as relevant today as it was when it first launched in 1994,” says Malcolm Carfrae, EVP, Global Communications, Calvin Klein, Inc. “Since then, ck one advertising campaigns have become famous for their creative direction as well as for the talent featured. At the forefront of this most recent introduction is musician Jamie Burke, who has also appeared in two recent Calvin Klein Jeans campaigns. The latest ck one campaign strikes a chord by reflecting a spirit of unity through music and the current zeitgeist of social change and optimism.”
The campaign was directed by Trey Laird of Laird + Partners in conjunction with Calvin Klein, Inc.’s in-house creative studio, CRK Advertising. The print campaign is a virtual portrait gallery of striking and uplifting black and white images of a celebratory group of beautifully unique men, women, and children on a mountaintop, shot by photographer Steven Meisel.
“What’s incredible about Calvin Klein is that it always manages to reflect what’s going on in the world, sometimes even before it happens,” says Trey Laird the campaign’s consulting creative director. “I think with the original ck one launch over a decade ago there was a little bit of angst, a little bit of independence and rebelliousness that was reflected in the people in those ads. It was very right for the time and really struck a chord. Today people are more about getting involved, being part of a solution, and coming together with hope for the future. It’s not just about you; it’s really about what you can do in your part of the world.”
The ads were shot on location at the Big Sky Ranch in Simi Valley, California and feature a cast of 27 men, women, and children from all over the world. Ranging in age from three to 40+, the group includes a pair of sisters, and a mother and son – all led by musician Jamie Burke. Burke’s striking looks and natural rock star persona led to him being cast in the Spring and Fall 2007 Calvin Klein Jeans campaigns. He emerged as the front man of the ck one “we are one” campaign, performing and producing the campaign’s original song. ck one campaigns have always presented intriguing casting; the original campaign featured Kate Moss and a group of “Gen X” hipsters including Donovan Leitch, Stella Tennant, Jenny Shimizu, and Kirsten Owen, who also appears in the current campaign.
Set on a mountain top, the television campaign, directed by Francis Lawrence (I am Legend, Constantine), is a free-spirited display of togetherness amongst the t-shirts and jeans clad cast. Television commercials begin airing globally later this month in :60, :45, :30, :20, :15, and :10 spots. The print campaign will premiere in February 2009 magazines around the world.
A limited edition ck one collector’s bottle with “we are one” handwritten in various languages and packaged with an mp3 speaker, will launch the campaign. The collector’s edition will be available at fine department and specialty stores globally, also beginning this month.
Calvin Klein, Inc. is one of the leading fashion design and marketing studios in the world. It designs and markets women’s and men’s designer collection apparel and a range of other products that are manufactured and marketed through an extensive network of licensing agreements and other arrangements worldwide. Brands/lifestyles include Calvin Klein Collection, ck Calvin Klein, Calvin Klein, Calvin Klein Jeans, and Calvin Klein Underwear. Product lines under the various Calvin Klein brands include apparel, accessories, shoes, sleepwear, hosiery, socks, swimwear, belts, eyewear, watches, jewelry, coats, suits, fragrances, and cosmetics, as well as products for the home.
Phillips-Van Heusen Corporation is one of the world’s largest apparel companies. It owns and markets the Calvin Klein brand worldwide. It is the world’s largest shirt and neckwear company and markets a variety of goods under its own brands, Van Heusen, Calvin Klein, IZOD, ARROW, Bass and G.H. Bass & Co., and its licensed brands, including Geoffrey Beene, Kenneth Cole New York, Kenneth Cole Reaction, unlisted, A Kenneth Cole Production, BCBG Max Azria, BCBG Attitude, MICHAEL Michael Kors, Sean John, Chaps, Donald J. Trump Signature Collection, JOE Joseph Abboud, Tommy Hilfiger, Perry Ellis Portfolio, DKNY, and Timberland.
Coty Inc. is the largest fragrance company in the world and one of the leaders in global beauty with net sales of approximately USD $4 billion. Coty Inc. operates in over 25 countries and sells its products in both broad and select distribution channels in over 80 markets spanning the Americas, Europe and Asia. Coty Inc. has an impressive portfolio of over 30 well recognized celebrity, designer and lifestyle brands. Top sellers include Calvin Klein, adidas, Rimmel, Davidoff, Lancaster, Jennifer Lopez, Jil Sander, Joop! and Kenneth Cole. Additional distinctive brands include Aspen, Astor, Baby Phat, Celine Dion, Cerruti, Chopard, Chupa Chups, David & Victoria Beckham, Esprit, Exclamation, Isabella Rossellini, Jette Joop, Jovan, Marc Jacobs, Miss Sixty, Miss Sporty, Nautica, Nikos, Pierre Cardin, Sarah Jessica Parker, Shania Twain, Stetson, Vanilla Fields, Vera Wang and Vivienne Westwood. For further information on Coty Inc. and its products, please visit www.coty.com.
What’s one beauty product that can really open up your eyes and get you noticed? Mascara! (Never underestimate the power of long flirty lashes. They can get you free coffee, get you out of a ticket, or just get you noticed.)
