Jeans scene: CK clinches uncensored look

New York – Instead of the usual fashion campaign, Calvin Klein Jeans has posted up three billboards featuring QR codes.

When passers-by hold up their smartphones to scan the image, an exclusive 40-second video featuring models Lara Stone, AJ Abualrub, Sid Ellisdon, Grayson Vaughan and Eric Anderson appears on the screen. Branded ‘Get it uncensored’, the advert shows the models in a romantic scene, all wearing Calvin Klein jeans.

LS:N Global explores in detail how brands can engage with consumers beyond retail.