The Drum Awards Festival - Extended Deadline

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Agency: Studio 71
Date: Sep 2017
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September was Self Improvement Month, and Cotton Incorporated partnered with seven social content creators who push their emotional comfort to new limits and take leaps of faith with the help of cotton. Their personal acts of courage will live in online videos and be accompanied by curated cotton clothing collections. The videos spotlight social media stars doing everything from skydiving to sharing personal challenges, including one star’s struggle with hyperhidrosis (a condition involving excessive sweating).

The campaign targets men and women ages 18-49 and explores the connection between physical comfort and going out of your own emotional comfort zone. The digital program asked the questions: what could we accomplish if we felt comfortable in what we put on? And, can comfort go beyond what we put on, to inspire what we put out?

Consumers can view the videos and find the right cotton-rich clothes for their own daily acts of courage by shopping curated styles from Influencers will also post the videos on their personal YouTube channels.


Kim Kitchings, Senior Vice President Consumer Marketing

Jill Orsini, Advertising Director

Emily Cooper, Advertising Manager

Lisa Lo Paro, Web Editor and Content Specialist