Mythic is proud to announce that for the third year in a row, our work has been recognized in an international competition by Graphis. This year, Mythic took home silver in the product/print category of the Graphis Advertising Awards for our “Cotton Can” campaign for Cotton Incorporated. According to Graphis, this year’s winners exemplify the unwavering commitment to craft, strategy, and bold ideas that make advertising not just a tool for selling but an art form that drives culture forward.
Amid evolving fashion trends, the surge of synthetics, and a growing eco-conscious culture, Cotton Incorporated came to Mythic looking to stand out in a saturated textile market. In this complex landscape, Cotton Incorporated needed to bridge the gap between cotton's known qualities and its untapped potential.
Our solution was to build a comprehensive campaign that creates confidence in cotton by strengthening its status as a natural fiber and sustainable choice, expanding the perception of cotton beyond "soft" with dynamic benefits, and positioning Cottonworks.com as a trusted, ideas-driven resource to drive sign-ups. Our strategy to execute this was to harness the power of emotion (and back it with science) to persuade fiber decision-makers to embrace cotton, inspiring endless possibilities of this truly natural and dynamic fiber.
With the “Cotton Can” campaign, we solidified cotton's rightful place as the authentic natural choice, revealed cotton's performance potential, and ultimately eclipsed the shadow cast by synthetics.
Want a behind-the-scenes look at how our creative helped Cotton Incorporated bridge the gap between the fabric’s known qualities and its untapped potential? Earlier this year, we highlighted the creative process behind this campaign, and how our team is leveraging AI to continually push our creative boundaries.
Credits
Chief Creative Officer: Lee James
Executive Creative Director: David Olsen
Art Director: Audelino Moreno
Associate Creative Director: Alexandra Frazier
Senior Designer: Alex-Marie Bebel
Production Artist: Jeff Buchbinder
Production Artist: Michael Baker
Account Director: Wendy Parker
Account Supervisor: James Stevens
Account Executive: Jordan Gayle
Strategy: Caroline Coffin
Strategy: Caleb Petty
Project Manager: Madison Racel
