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Bluenotes begins No Filter campaign

Toronto-based apparel retail chain Bluenotes has begun a marketing campaign promoting its fall line of denim fashions. The campaign, aimed primarily at young adults, uses the tagine, "Your genes. Our jeans. No filter." The creative makes use of unretouched images of young people wearing the chain's products.

"We wanted to send an important and relevant message that has a positive impact and resonates with our customers," said Asia Lewicki, director of marketing at Bluenotes. "Our core consumers are teens and twenty-somethings and we wanted to lift the stereotypes and the pressure about that 'perfect image' through this authentic and unretouched campaign. We hope to inspire others to share their unfiltered images on their social channels."

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