Percival Poster Hunt
Percival’s co-founder says the label refuses to follow the big spending of other menswear brands, using a modest approach for its latest campaign.
The firm’s poster hunt, which kicks off this weekend, uses interactive tags on illustrations across London. Finders of the artwork can scan the codes using smartphones to win items from the SS14 collection.
In a video, Christopher Gove, who is also director and designer at Percival, explains the decision to commission “collaborative favours” from artist Bobby Evans AKA Telegramme.
“Rather than a simple shoot/lookbook we wanted to create a campaign that had an engaging social element.”
“Instead of concentrating on images and styling of specific garments we were trying to create a context for the brand and get across our personality and how we work,” he added.
The release of three poster designs, of which hundreds have been made, will be staggered across three weekends 26th-27th April, 3rd-4th May and 10th-11th May.
Inspired by 1950s airline and travel ads, each features a reference to Percival items such as, ‘Turn rain into sunshine with our waterproof garments’.
Telegramme Studio has previously worked with the likes of Vodafone, The Times and Wired magazine.
Percival will be giving hints to the location of the posters via its Instagram account. Followers of the campaign can also keep up with new developments on twitter, using the hashtag #PercivalPosterHunt.
The menswear brand continues to be available online, at its brick-and-mortar store in Soho and via stockists including ASOS, The Great-Divide and General Store.