#FairyDaleChallenge
DALE OF NORWAY
Introducing the #FairyDaleChallenge: A dynamic hashtag campaign for Dale of Norway, a Norwegian clothing brand most known for its wool jumpers with traditional Norwegian patterns.
The aim was to transform the perception of Dale's wool jumpers from solely athletic and outdoor wear to versatile fashion statements, capturing the attention of fashionable Gen Z consumers.
Leveraging TikTok's influence, the campaign featured ten micro-influencers and 20 nano-influencers, showcasing Dale jumpers' adaptability from sporty to fashionable contexts.
The campaign uses Aleksander Rybak's "Fairytale," the iconic Norwegian song that won Eurovision 2009, blending pop and folklore genres, encapsulating the fusion of Dale's traditional heritage with contemporary style.
Hover over the images to see some of the influencer´s transformations!
The campaign ignited a movement transcending conventional associations by employing influential voices and engaging visuals, redefining Dale's brand image.