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: Cotton Incorporated
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
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
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