Jack Morton Worldwide New York, United States Marketing/Creative Services

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Jack Morton Worldwide Case Studies

Title "Cotton 24HR Runway Show"
Agency Jack Morton Worldwide
Campaign Cotton 24HR Fashion Show
Advertiser Cotton Incorporated
Brand Cotton
Date of First Broadcast/Publication 3/2013
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. 

Philosophy

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. 

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. 

Tagline The world's only 24-hour fashion show for the world's only 24-hour fabric
Media Type Case Study
Length133 seconds
More Information http://cotton24hours.thefabricofourlives.com/

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