US: Calvin Klein teams with GQ for AR ad campaign
Calvin Klein Underwear is to partner with GQ magazine in a 12-strong series of augmented reality (AR) advertisements.
Starting later this month in the US version of GQ, the promotions will also roll out in the April issues in China, Korea, Australia, Mexico, Taiwan, and India.
GQ May editions will carry the ads in France, Germany, Spain, Italy, and the UK.
"The augmented reality element ensures total engagement with our readership of both fashion and technology-loving consumers," said GQ vice president & publisher Peter Hunsinger.
The AR print ads are one element of the Calvin Klein Underwear campaign in support of its latest men's introduction, Calvin Klein X Underwear. GQ.com will also run ads that will link directly to xmarkyourspot.com, a new branded destination for consumers to access all materials and videos featuring the campaign.
The AR component of the print campaign also features the recently-announced group of campaign models that includes American actors Kellan Lutz and Mehcad Brooks, Spanish tennis star Fernando Verdasco, and Japanese football player Hidetoshi Nakata.
Consumers with webcams will be able to view the AR films by visiting the brands' dedicated microsite at xmarkyourspot.com. Once in the Augmented ‘X' section of the site, visitors can either hold up the ad from the magazine or a print-out of the AR code in front of their webcam.
A 3D box will then appear which allows visitors to select from four short films created for the GQ AR programme.
"Calvin Klein Underwear is excited to be partnering with GQ on this interactive component of our campaign," said Calvin Klein owner, Warnaco Intimate Apparel and Swim president, Helen McCluskey.
"It was important for us to create a shareable experience for our consumer, and the combination of our talent, creative, and the augmented reality technology creates a compelling participatory experience."
The imagery for the digital campaign includes both still photography by fashion photographer Mikael Jansson and digital films produced by Darius Khondji and shot in New York.
The multi-media campaign was conceived and executed by Trey Laird and Laird & Partners, which collaborated with digital agency Syrup on the conception and execution of the digital components.
"Calvin Klein X Underwear is a very important launch for the company, and we wanted to make a powerful statement with the creative - but it was also imperative that it was executed boldly," said Tom Murry, President & CEO, Calvin Klein Tom Murry.
"The resulting campaign is provocative, engaging, and fun and we feel that using innovative programs like these in partnership with an authoritative brand such as GQ, will resonate successfully with our consumer globally."
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