Henry Choice was established in 1898 as a Norwegian jeans brand with national and international success. Denim in independent of trends, but Henry Choice as a brand was left out of the consumers mind and attention over time. The brand needed an update to image to get relevant for new consumers.
Rock ‘n’ roll and denim has always been attached to each other. We launced the Electric Indigo campaign where younger audience got invited to free concert. The concert was in one of Oslos best music clubs and was documented by reel life photoshoot with a reel rock band from Ski.