When you hear the old advertising adage “sex sells,” you usually associate it with scantily clad women put on display to help sell beer, cars and other items to men. But what “the other half?”

The Charleston Animal Society (CAS) from Charleston, South Carolina, is using this tactic for good by enlisting the help of hunky local firemen (and a few firewomen as well) to spice up their 2015 calendar benefiting Toby’s Fund, the society’s medical fund for abused animals. And best of all, it’s been made interactive with Layar!

Putting a new spin on the infamous “firefighter calendar,” the CAS had the firefighters pose with cute and cuddly rescue dogs and cats. When scanned with the Layar App, each month’s photo comes alive with a video of the firefighter and their furry friend.

The CAS was forced to nearly double its initial print run of 6,000 calendars to 11,000 due to the high demand for the calendar. The society was lucky enough to have their project picked up by popular media outlets, such as the Huffington Post, BuzzFeed, The Daily Mail, the Today Show and more. According to Caroline Eller of the CAS, the society has received orders from around the world, including China, Australia, Norway, Peru, Brazil and Germany.

“Being in the printing industry I am always looking for new ideas and ways to help my clients,” said Don Oswalt of Nelson Printing, who produced the calendar for the CAS. “There was a lot nervousness in the beginning since it was so new to us and not having produced anything with Layar platform before. We are very proud how Layar and its amazing technology has set this calendar apart as a one of a kind.”

To give it a try yourself, head on over to our Client Examples page!