At Jack Morton agency, I served as the creative art director for Cotton, where I developed the concept for "The Great DEN1M Challenge" to celebrate the one millionth piece of donated jeans. The campaign cleverly highlighted the “1M” within the word "denim" to symbolize this milestone. The social media capaign featured 14 celebrities donating their jeans for auction, but instead of traditional currency, bidders had to donate their own jeans to participate. This innovative approach not only engaged audiences but also successfully generated over 6,000 pairs of jeans, ultimately allowing Cotton to surpass the significant benchmark of one million donated pieces.
Participating celebrities helped spread the word on social media.
