Clothing manufacturers have increasingly been replacing cotton with inferior and uncomfortable fabrics. Cotton Incorporated has a problem with that. (I think they might have a personal stake in this one.) They set up a protest during fashion week, in which mannequins lost their clothing in protest to the “mystery fabrics” they were dressed in. During the installment, which ran from September 6th-8th, each person that joined the movement had their picture taken at the front of the protest.
For DDB New York’s “Cotton or Nothing Protest” film, they used these photos, along with stop-motion animation of the mannequins, live action and time lapse photography. As a fan of stop-motion animation, I’m glad to see it get some love in the ad world. And using images of people at the front lines of the protest with the mannequins gives you a good idea of the scope of the installation. The film should continue to get the word out, leading more people to join the movement at www.CottonOrNothing.com. Visitors to the site can even upload their images to join the protest virtually. More than 1,000 people have joined so far, and the #CottonOrNothing hashtag is making a big impression on Twitter, having been used by over 650, 000 users.
A word of advice though: Don’t just run around the mall undressing mannequins, you will get kicked out of Old Navy. Trust me. Check out the case study video after the jump.