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Instead of Eva Mendes rolling around in the sand, Calvin Klein's newest Houston Street billboard features nothing but a big red block of QR code and the words "Get it uncensored." Take a picture of the ad with your smartphone, and the code will unlock a 40-second video featuring Lara Stone frolicking with four male models. Calvin Klein Jeans released the ads—there are others on West 20th Street and Tenth Avenue in Chelsea and on Sunset Boulevard in LA—this weekend as the launch of the company's fall/winter 2010 campaign. They're only staying up through tomorrow, so hurry if you want to try this QR thing for yourself.
· Calvin Klein Jeans Debuts Fall Campaign Via QR Code Billboards [Racked National]
· Calvin Klein Jeans Replaces Racy Billboards with QR Codes [Mashable]
· Calvin Klein QR Code Billboards Mask Racy Ads - But You Can 'Get It Uncensored' [StyleList]