| -- Multi-Story ck one Bottle Filled with Live Models Overlooking Streets of Times Square |
“We cast models and regular people who will relate to everybody and anybody. They're unique and individual yet approachable and relatable - like the young people of today”
-- Billboard Kicks off New ck one Global Advertising Campaign "You're the One" for a New ck one Generation
Calvin Klein Cosmetics Company and its ck one fragrance will rock Times Square this July 19, in a major event debuting New York City's first-ever live billboard. Long-known for innovative, edgy and sexy ad campaigns that launched the careers of models such as Kate Moss and Stella Tenant, ck one brings its new ad campaign to life in the heart of the city.
Calvin Klein first took over Times Square and set the world abuzz in 1992 with a giant billboard featuring underwear-clad Mark Wahlberg. Since then, the brand has continued to provoke and amaze with ads that have been known to literally stop traffic.
The company will return to Times Square this summer to bring the ck one brand to a new generation of ck one fans with a larger-than-life billboard. Pedestrians will be able to view the models as they live in the billboard throughout the day and night.
The billboard mirrors the fragrance's new global ad campaign developed by Calvin Klein's in-house agency CRK Advertising and directed by Fabien Baron. Baron is the creative director of the campaign and designer of the original ck one packaging.
The commercial takes the viewer on a winding journey through a street-culture house party pulsing with an energetic vibe. The scenes take place in rooms filled with young, urban people, each having their own version of a good time - splashing in a pool, dancing, kissing, playing guitar. Eventually, the camera pulls back to reveal many floors packed with revelers, in a building shaped like the ck one bottle.
The ck one ad campaign features a cast of 40, the largest in Calvin Klein history. "We cast models and regular people who will relate to everybody and anybody. They're unique and individual yet approachable and relatable - like the young people of today," said Baron.
The new tagline - "you're the one" - also reinforces the democratic message that has defined the ck one fragrance for more than a decade.
To create the illusion of a larger-than-life party with hundreds of revelers, the campaign's special effects were produced by Weta Digital Ltd., the New Zealand-based special effects company founded by movie director Peter Jackson to create the Oscar-winning Lord of the Rings trilogy.
ck one - the world's first shared scent, was created and introduced by Calvin Klein Cosmetics in 1994 and quickly became the world's top-selling fragrance.
Unilever Cosmetics International is the New York based manufacturer of fragrances for Calvin Klein, Vera Wang, Chloe, Cerruti and Lagerfeld.
What: ck one, the fragrance that launched the careers of thousands
of models through its innovative and edgy ad campaigns, will
launch a live billboard in Times Square with live models
inside it. Pedestrians will be able to view the models as they
live in the billboard, a giant ck one bottle, for two days.
When: July 19, 2005
7:00 a.m. - bottle unveiling
Bottle open all day for photo-ops
Where: Times Square - directly across from Military Island
** PRESS CHECK-IN ON MILITARY ISLAND **
Seventh Avenue/Broadway between 43rd/44th Streets
Why: ck one is using this "reality billboard" to launch the new
faces of CK ONE and the global ad campaign for the fragrance.
Contact: KFPR
646.792.2230
Jenny Volanakis Elizabeth DeLuca
jennyv@kfpr.net edeluca@kfpr.net
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