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Cotton - "Cotton 24HR Runway Show" - Jack Morton Worldwide

  • Cotton 24HR Runway Show
  • Cotton
  • Cotton Incorporated
  • Jack Morton Worldwide
  • United States
  • Cotton 24HR Fashion Show
More Informationhttp://cotton24hours.thefabricofourlives.com/
Date of First Broadcast/PublicationMarch 2013
Media TypeCase Study
Length133 Seconds
Awards Communicator Awards, 2013 (Gold) for Best Fashion Website
WebAward Competition, 2013 (Best in Class) for Outstanding Website
The world's only 24-hour fashion show for the world's only 24-hour fabric

Concept

Inspired by Cotton's unique value of versatility, we created the world's first 24-hour runway show for the world's only 24-hour fabric and generated 100M+ media impressions. 

Problem

In 2011, Cotton challenged us to change its brand perception-from "weekend fabric" to a real fashion staple. But when they asked us to produce a nationwide shopping mall jingle campaign- we knew we would have to create something completely different to break through to millenials. 

In 2013, Cotton challenged us to bring the 24-hour fashion show to the next level, increasing engagement onsite and online. 

Result

In partnership with People Magazine, we launched a completely integrated "Road to the Runway" campaign to celebrate America's style with regional bloggers and a nationwide photo competition that culminated in the brand's online audience of 600K+ viewers and twitter dominance during the live runway show.