In April, Calvin Klein underwear will launch an augmented reality print ad campaign across GQ magazine editions in the USA, China, Korea, Australia, Taiwan and Mexico. Followed by GQ magazine France, UK, Spain, Italy and Germany in May. GQ readers with a webcam will be able to view an interactive advertising campaign on the brand's dedicated micro site. After holding the printed ad campaign or the AR code in front of the webcam, they select from four short films especially created for this augmented reality initiative. GQ.com will also run digital ads, linking to the micro site, a new branded platform for consumers to access all ad campaign materials and films.
Photography by Mikael Jansson
Digital films by Darius Khondji, shot in New York
Multi-media campaign by Trey Laird and Laird & Partners
So buy GQ either in April or May, depending on where you live, and be the first to experience this new way of advertising. And please, if you do, let me know, what you think!