Calvin Klein‘s Spring 2010 underwear collection is being given a push in “Mark Your Spot”, an integrated advertising campaign featuring four models who tease the camera in their Calvin Klein underwear, their questionable words deleted with a red X: Kellan Lutz (Emmett Cullen in the Twilight series), Mehcad Brooks (True Blood), Fernando Verdasco (Spanish tennis player), and Hidetoshi Nakata (former Japanese football player).
The microsite, xmarkyourspot.com, features multiple “X” films, behind the scenes video, wallpaper, Facebook and Twitter extensions, a banner campaign, and soon to come “X Marks the World“, a social networking function. Print ads will appear exclusively in the April issue of the US GQ, on sale March 23, 2010, as well as April issues in China, Korea, Australia, Mexico, Taiwan, and India, and in May issues of GQ editions in France, Germany, Spain, Italy, and the UK. Consumers with webcams will be able to view the augmented reality films, holding an ad from the magazine or a print-out of the augmented reality code in front of their webcam. A 3D box will then appear which allowing them to select from four short films created exclusively for the GQ AR program.
The Mark Your Spot campaign was developed at Laird & Partners, New York, by creative director Trey Laird. Still photography was by fashion photographer Mikael Jansson. Digital films were produced by Darius Khondji. Digital components were developed at Syrup, New York.