Telling the Global Story of US Cotton

Cotton Council International (CCI) is the export promotional arm of the National Cotton Council, in charge of distinguishing US-grown cotton around the world. But, in what's often—and incorrectly—viewed as a simple commodity, how can the CCI reinforce the premium nature of its cotton?

Cramer-Krasselt did it by inviting their B2B target to "Look Closer" at the people of COTTON USA. Storytelling forms the basis of this new campaign and unites CCI's global partners under a messaging and content architecture that is relevant across markets. This platform enables the agency to communicate the passion, commitment and resource that goes into making the highest-quality cotton, known worldwide as "The Cotton the World Trusts".

Videos like this one, featuring the technologically advanced and sustainable practices of a US cotton farmer, are shared across channels in key cotton export markets. The print work also drives the story, featuring key careers and people who help to make US cotton a leader in the world.