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Creative

DDB NY Talks Favourites in New Campaign for Cotton Incorporated

DDB North America, 2 years, 6 months ago

Spots directed by Chiara Clemente kick-off unique partnership with online retailer Rue La La

DDB NY Talks Favourites in New Campaign for Cotton Incorporated

DDB New York has recently launched a new national campaign for Cotton Incorporated titled "Cotton. It's Your Favourite for a Reason".

The new campaign seeks to put cotton back into the conversation. In a time of increased competition, where man-made synthetics are gaining market share, cotton is responding with authenticity.  As the brand moves away from celebrity spokespeople, the new campaign marks the first time Cotton Incorporated is featuring stories that women and men tell of the bond between themselves and their favorite item of clothing, which all have the same thing in common: cotton—where style and substance meet. The campaign also includes a unique partnership with top online retailer Rue La La. 


While continuing to employ “The Fabric of Our Lives” overarching tagline, the integrated campaign will feature individuals discussing their favorite items of clothing, where the inherent benefits of cotton come through authentically. Motivating consumers to change their behavior by checking the label before purchasing and encouraging them to keep/add cotton to the mix, the campaign will focus on cotton’s versatility and how consumers can be uncompromising in their expectations about style, comfort and durability.

Two TV spots (30 and 15 seconds) featuring a mix of people  will anchor the campaign and drive home the “check the label” messaging. They are supported by the Cotton website housing a series of individual real-life stories of how style meets quality along with the fashionable Shop Cotton section, which helps lead consumers to find their next favorite item from a variety of designers and stores.

Beginning May 11, the brand will partner with top online retailer, Rue La La, in a series of site takeovers dedicated to immersing members in all things cotton, and launch with dedicated email and mobile push alerts to nearly 1 million active members. A series of designers, style icons and artists will also produce a ‘bespoke’ piece to be sold exclusively on the site.

Advertiser

Advertiser: Cotton Incorporated

Creative Agency

Account Director: Debbie Broda

Account Executive: (Assist) Kaine Cahill

Account Management: Lauren Solomon

Art Buyer: Jane Piampiano

Associate Creative Director: Marilyn Kam

Chief Creative Officer: Icaro Doria

Creative Agency: DDB New York

Creative Director: Cassandra Anderson

Executive Producer: Teri Altman

Head of TV / Production: Ed Zazzera

Planning Director: Jennifer Fox

Offline

Edit Assistant: Laurel Smoliar

Edit Company: Arcade NY

Editor: Jen Dean

Executive Producer: Sila Soyer

Producer: Cecilia Melton

Print / OOH

Line Producer: William Carducci

Photographer: Brigitte Sire @ Hello Artists

Production Company

Director: Chiara Clemente

Executive Producer: Violaine Etienne

Head of Production: Peter Fitzgerald

Producer: Terri Shafirov

Production Company: Serial Pictures Los Angeles

Production Manager: Matthew Ayriss

Category: Clothing/fashion , Day/night wear

Genre: Dialogue , People