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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 WebAward Competition, 2013 (Best in Class) for Outstanding Website

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.