Coinciding with New York Fashion Week 2013, DDB New York and Cotton Incorporated launched the “Cotton or Nothing” outdoor campaign. The campaign is designed to draw consumer attention to industry manufacturers who are replacing the cotton in clothing with unreliable and uncomfortable “mystery fabrics,” and ultimately, to show those manufacturers that consumers won’t stand for mystery fabrics either. The campaign also incorporates digital components to promote the use and benefits of cotton rich clothing.
Held in the Meatpacking District of lower Manhattan, naked mannequins were used to stage a protest demonstrating consumer dissatisfaction with poor quality materials that can dupe consumers into believing they’re cotton and often lead to fabric fails including odor, pilling, clinging, discomfort, etc. During the protest, the mannequins encouraged consumers to stand with them to show their support for the Cotton or Nothing movement.
DDB New York launched the unbranded site, CottonOrNothing.com and Twitter handle, @MannequinNo9. Tweeting real-time updates before, during and after the protest, Mannequin #9 acted as the voice of the campaign; which generated millions of impressions across Twitter and Instagram. Manifestos spreading the Cotton or Nothing message were handed out to over 2,000 people and the hashtag #CottonOrNothing reached over 500,000 Twitter Users.
After a successful weekend at the “Cotton or Nothing” protest, DDB and Cotton have revealed their involvement. Although the naked mannequins have retreated, protesters continue to spread their plastic cohort’s message. Join the movement at CottonOrNothing.com.