London advertising and design agency Neighbour has unveiled three characters it has created for a Levis pan-European campaign to celebrate the tenth anniversary of its “Engineered Jeans” range.
The “twisted” characters will debut in London’s Carnaby Street next week and were commissioned by the agency from UK artist Wilfred Wood, most famous for the puppets he created for satire show Spitting Image. The characters are designed to represent Levis’ “original twisted seam” design.
Fingers, Hopper and Bernie will appear in out-of-home, press and experiential activity from the end of next week. Each character wears a different fit of the engineered jeans. The campaign will encourage street artists to submit their own take on the “twisted mentality” to be showcased online on www.twisted.originals.com.
The trio will be retired in October and Neighbour will start a collaboration with a new, yet-to-be-named artist, to create more characters.
Levis’ most recent previous campaign was devised by Bogle Bartle Hegarty to encourage a new generation to try the iconic 501 brand.
Levi Strauss recently promoted German division general manager Michael Strehler to vice-president of commercial operations across Europe, replacing Kenny Wilson, who left in January after 19 years in the role.