Cassandra Anderson

Holidays with Kroger.

Digital and Social Content

Most people don’t know that denim is cotton. But it is, by definition. Cotton is the reason the fabric we love to live in fits like a glove, lasts forever and gets better with age. This campaign was intended to help Cotton (re)claim denim before polyester and other sinister synthetics compromised this American icon and stole our market share.

This was done in under a week with only stock footage and music.

Credits

Copywriter: Cassandra Anderson

Head of Art: Cristina Rodriguez

Executive Producer: Teri Altman

Editor: Matt Slamowitz

Collaboration/Social Campaign

Everyone loves cotton. But few people think of it as a cool and relevant brand. This campaign sought to change that by showing that cotton is at the forefront of self expression and always has been.

Creative Director: Cassandra Anderson

Art Director: Paulo Junger

Copywriter: Cassandra Anderson, Rogo DeCastro

Digital Campaign and Printed Calendar
Not surprisingly, there’s a National Food Celebration every day of the year in the U.S. May 5th is National Hoagie Day. August 25th is Banana Split Day. And let’s not forget National Cheeseball Day on April 17.

That’s a lot of stains waiting to happen.

Enter cotton: the easiest fabric to wash clean. We created a campaign for Cotton Incorporated that shows how a love of fashion and food can co-exist peacefully with cheeky-yet-edgy photography accompanied by a stain removal tip.

We posted daily on Cotton Incorporated’s social channels, in fashion mags and at food festivals, making it possible for the well fed to remain well dressed.

Creative Directors:
Cassandra Anderson, Marilyn Kam
Head of Art: Bruno Oppido
Art Director: Hedvig Kushner
Copywriter: Tino Barreiro
Photographer: Jimmy Marble

Television
Cotton is comfort. Period. And all you have to do is spend two minutes reading the news to know that the world needs comfort now more than ever. What you wear can’t reallychange the circumstances of life. But it can definitely make them more bearable. This is the premise of the 2018 cotton work. We brought the idea to life in four, super-relatable stories that appeared on air and online. 
 
Creative Directors:
Cassandra Anderson & Marilyn Kam
Art Director: Paulo Junger
Copywriter: Rodrigo De Castro
Director: Tim Skousen
 

Digital Film
You see it constantly on Facebook and Instagram. Almost every child born in a hospital in The United States is wrapped in the same striped, cotton blanket. That’s a powerful fact. It may say that American hospitals could use more supplier options. But it also tells a much more powerful truth:

We all want comfort. And we all find it in cotton.

This is an important reminder at a time when America is more divided than ever. By bringing this story to the fore, we hoped to foster just a wee bit more compassion and a tad more understanding for the folks we call our neighbors. And The Fourth of July seemed the perfect time to talk about it. 

Creative Directors:
Cassandra Anderson, Marilyn Kam
Editor: Jamie Connors, Cutting Room Films

Digital Film
Any dog food can promise a glossy coat, healthy joints and happy pup. But few can offer proof of their nutritional superiority liked Eukanuba. That’s because Eukanuba is the official dog food of Canine Companions for Independence, a group that breeds, raises and trains some of the nation’s most impressive service dogs. Nobody knew these prodigious pups were raised on Eukanuba. And we thought that was a story worth telling.

We created a film documenting the journey of a puppy to service dog-dom and showed Eukanuba’s integral role in it. The result was a whole new batch of Eukanuba customers with hopes of raising their own Eukanuba dog. 

Television
The brief was far from sexy and came with a list of mandatories: a “no bullshit” claims campaign featuring a spokesperson. So we embraced the situation fully and made cable claims a source of wisdom for a new TWC character--an American sage whose no-nonsense logic makes choosing anything other than TWC seem downright foolish.

Creative Directors:
Cassandra Anderson, Marilyn Kam
Art Director: Marilyn Kam
Copywriter: Cassandra Anderson
Director: Aaron Stoller
Director of Photography: Robert Yeoman

Logo
Good Humor wanted to modernize the iconic ice cream truck that we know and love. So we worked with 3D animators to give the truck dimension and life.

Print
The Talking Ice Cream campaign originated in Europe with much success for Good Humor, a division of Unilever. We adapted this campaign for an American audience and became quick studies in the art of the Grandpa Joke.

Creative Directors:
Cassandra Anderson, Marilyn Kam
Art Director: Marilyn Kam
Copywriter: Cassandra Anderson

Digital Campaign: Video, Social Posts, Website
Swamp butt. Odorous pits. Humidity rage. These are the unfortunate hallmarks of summer. But imagine a world where everyone is comfortable despite the earth-scorching heat. This digital campaign provides a plan for making such a Xanadu possible: be cooler in cotton. This little number was able to able to garner 10 million views online.

Creative Directors:
Cassandra Anderson, Marilyn Kam
Art Director: Mina Mikhael
Copywriter: Turan Tuluy
Director: Henry Scholfield
Director of Photography: Marc Gomez Del Moral

Digital Content Series
Sadly, most people don’t think what a garment is made of makes much of a difference. And that’s if it crosses their mind in the first place. But there are many trendsetters in the maker’s movement who would argue that cotton’s attributes are what makes their craft possible, successful even. This content series explores the craft of up and coming artisans who consider cotton key to making the wares they're passionate about. Not only are viewers getting to see behind the scenes of some of their favorite maker labels, they’re learning why they, too, should look for cotton in the goods they buy for themselves.

Creative Directors:
Cassandra Anderson, Marilyn Kam
Art Director: Lindsey Eckwall
Copywriter: Step Schultz

Digital Film Series
The Fabric of Our Lives is more than a bit of clever copywriting. It is very much the truth. Cotton is part of our everyday and connects us in myriad ways. This digital film series explores these connections and gives real meaning to catchy jingle. Each film is accompanied by a curated shopping collection, so the complete experience not only touts the importance of cotton, but it also directly increases sales of cotton goods.

Creative Directors:
Cassandra Anderson, Marilyn Kam
Art Director: Rachel Newell
Copywriter: Tyler Kirsch
Director: Ry-Russo Young

Cotton "The Fabric of YOUR Life," Television
From 2004 to 2009, Cotton successfully convinced young women that cotton was the fashionable fabric of choice for their discerning tastes. Even so we felt that we were missing an opportunity by not harnessing the incredible equity in the cotton jingle as every young women we spoke to in focus groups could easily sing us the tune. So The Fabric of YOUR Life campaign was born. We utilized a day in the life of a stylish young celebrity singer or starlet to convey the relevance The Fabric of Our Lives.

Television
Are they sassy? Yes. Vegetarians? Certainly not. In this popular spot, these cats give you a glimpse of what’s really going on in those feline minds of theirs, including their love for meaty Iams Cat Food.

Bud Light "Wardrobe Malfunction" Super Bowl Television
Remember the controversial wardrobe malfunction that occurred during the Super Bowl halftime show? This ad for Bud Light illuminated the real reason for the foible.

Television