The underwear brand Calvin Klein Underwear (part of Warnaco Intimates Group) has partnered with 12 international editions of GQ magazine to launch a new print ad campaign that would make use of the Augmented Reality (AR) technology. Various underwear models (American actors Kellan Lutz and Mehcad Brooks, Spanish tennis player Fernando Verdasco or Japanese soccer player Hidetoshi Nakata) will be featured on the double page ad depending on the market. The AR code embedded in the CKU creative will allow users whose computers are equipped with a webcam to watch four short CKU promotional films online, created exclusively for the program via a dedicated mini-site: http://www.xmarkyourspot.com.
The campaign was designed by the New York shop Laird & Partners, in collaboration with digital agency Syrup, for the conception and execution of the digital components. The CKU ads to enable the campaign have already started appearing in the magazine’s editions in India, the US, China, Korea, Australia, France, Mexico and Taiwan in April (May issues). In May, it will be featured in the June issues of GQ UK, Germany, Spain and Italy editions.