Jack Morton Worldwide New York, United States Experiential

Jack Morton Worldwide Case Studies

TitleCotton 24HR Runway Show
Agency
Campaign Cotton 24HR Fashion Show
Advertiser Cotton Incorporated
Brand Cotton
Date of First Broadcast/Publication
Tagline The world's only 24-hour fashion show for the world's only 24-hour fabric
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. 

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. 

Media Type Case Study
Length
More Information http://cotton24hours.thefabricofourlives.com/

Recent Work