After the first successful years of Fuel for Life, the brand needed to renew its speechby aiming at a younger target.Fuel for Life conveys hedonistic values, pleasure and freedom. The previouscampaigns were about men and women sensuality or mystery. Denim mixes thoseestablished codes with a younger way of expression.To remember the origin of the brand and to stress its « sexyness », this campaign betson jeans codes, but also on freedom. They both are the shared values of Denim andperfumes universe.