Forever Cotton
The Problem: The Cotton Board finances their research and promotion efforts through small assessments taken from each bale of U.S. upland cotton. As such, the Cotton Board likes to remind their benefactors that their assessments are being put to good use.
The Solution: An integrated campaign aimed at farmers and industry stakeholders to reinforce The Cotton Board’s mission: to increase demand for the fiber and the seed through new, innovative uses. We featured stories told through the lens of a multi-generational cotton farming family, a marathon runner, and the world-famous beignets of Café du Monde in New Orleans, whose famed recipe hinges on cottonseed oil. These short films served as the launch point for a multi-channel campaign, and were seen by 2x the number of U.S. cotton growers while receiving more than 23,000 organic likes.