Butterflies form outdoor Levis campaign

LONDON - Levis has unveiled a series of outdoor installations across London, to promote its Live Unbuttoned campaign.

Levis...butterfly outdoor campaign
Levis...butterfly outdoor campaign

The campaign is the first ever global campaign the brand has run, and the outdoor part includes a series of butterflies made from jeans.

The seven models will adorn the side of buildings until next week.

The artist which created the ads, Jay Jay Buridge, said: "I wanted viewers rushing past to understand it at quick glance and passers by on foot to scrutinize it in the same way they may actually do in a museum or a gallery."