We love the new Levi's Original 'Butterfly' outdoor advertising builds, part of the current 501 jeans 'Live Unbuttoned' campaign, recently launched in the UK.
The seven installations, which are live for a two-week period, intend to capture the free-spirited and self-expressive attitude behind the world's original denim brand and timeless straight-leg, button-fly jean.
The installations feature vintage 501 jeans displayed as if butterfly specimens encased in glass. Accompanying this, larger-than-life denim patchwork butterflies perch on sides of buildings in key London boroughs - Camden, Soho and Shoreditch.
Developed by renowned artist Jay Jay Burridge, the builds engage the audience and invite them to interact with the 501