The campaign, created by design shop and Levi's advertising agency , will feature giant posters in stores across Europe as well as a comic book called 'A Bold New Breed'.
The comic is also in 3D and will be given away with 3D glasses in stores, starting from August. The window posters will be changed every two weeks as the story unfolds, and five of Levi's flagship stores, in London, Milan, Paris, Barcelona and Berlin, will feature bespoke light-box installations.
Also included in the campaign is a series of images to be distributed to 3,500 Levi's stockists as well as large-scale window vinyls and cut-out figures for department store windows.
Phil Sims, creative director at The Kitchen, said: "Levi's wanted an in-store campaign for Levi's Type 1 that was big and bold enough to attract attention without compromising the brand's integrity or the sensibilities of its style-conscious consumers."
'A Bold New Breed' starts out in a grey world where humour is redundant, the currency is 'dulls' and painting one's nails is banned.
But a group of the oppressed discover an underground city and a liberator. Using thread from the Levi's Type 1 Jeans, the people are transformed into colourful 3D characters. Surfing the world on a giant Levi's button, they make their bid for freedom.
The comic has been made in collaboration with artist John Higgins, who has worked on 2000 AD, and producer Steve Win.
Derek Robson, global brand director of Levi's at BBH, said: "The perennial conundrum with Levi's retail is to find a creative way to tell the product's story. The big, bold style of John Higgins' work seemed to be a natural fit with the bold accentuated style of Levi's Type 1."
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