Bluenotes, a Canadian denim retailer, needed to revitalize their brand to be more appealing to the challenging 18-24 year-old shopper. Recognizing Bluenotes' current strength as a destination for denim, and building on the universal insight that we live and experience life in our jeans, we positioned Bluenotes as the brand that owns denim. A national campaign of black and white "fashion as lifestyle" images incorporated television, outdoor, instore ads, wild postings, washroom postings and an in-store promotion.