If there’s one saying that seems to be ringing true for the Calvin Klein, it’s “Go big or go home.”  According to WWD, the company has plans of turning ck one into a full lifestyle brand with a global advertising campaign that encompasses all things social media, as well as, TV and print. The company is claiming it’s the largest digital initiative in history, but they’re declining to disclose the cost.

The new ads feature more than 30 models inside a “ck one” box laughing, dancing and working it in front of camera, which captures it all in quick shots. Directed by Steven Meisel, featured models include Abbey Lee Kershaw, Alice Dellal, Pixie Geldof, Fei Fei Sun, Ruby Aldridge, Sky Ferreira, and Lara Stone just to name a few.

The key purpose of the initiative, according to consulting creative director Fabien Baron, is to drive traffic to ckone.com which gives visitors an interactive online experience as they can even upload their own ck one version of the video to the site. In addition, the site will have a global store and mobile apps available for various smart-phones.

The full campaign will be revealed March 1st while a teaser will launch tomorrow on the ckone.com. If you’re near the LED billboards at Houston and Lafayette streets in New York, Sunset Boulevard in Los Angeles, or Subway Urban Panels, peep the new digital ads!

[Image via WWD]