COTTON COUNCIL INTERNATIONAL: CULTIVATE THE EXTRAORDINARY

THE CHALLENGE

Brand American cotton in markets around the globe and gain market share from synthetics, perceived by consumers to be cheaper and more durable.

THE WORK

The manifesto positions American cotton a viable alternative to synthetic fabrics, using emotional everyday imagery and a focus on technology. The brand vision statement, "Cultivate the Extraordinary", is a rallying call for company's global team as well as consumers.

MEDIA: VIDEO, BRAND BOOK