Cotonella is an Italian brand with more than 50 years of experience when it comes to cotton underwear. The brand needed to find a new way to narrate itself, as it was historically linked to beauty pageants because of old sponsorships. We wanted to highlight a new side of Cotonella and its people: no more perfect bodies and exaggerated sensuality, but comfort and beautiful natural bodies.
That's why we created a new concept, "Welcome to the Cotton Zone", the comfort zone people enter when wearing this cocooning cotton underwear.
For the launch of this new era of the brand, we created a film directed by Aksinja Bellone, that lets viewers feel the Cotton Zone through images and an ASMR soundtrack.
Along with the commercial, a radio AD described the Cotton Zone through pleasant and comfortable images.
RADIO ENG TRANSLATION
The warm sand between your fingers, a lazy nap with the purrs of the cat, the cold drink in the warmth of the siesta, the clean linen, loves me and loves me not and in the end he loves me - says the daisy, the creamy froth of a cappuccino, reading a book in the garden, the first day at the beach, the sun in the sky after the rain. That’s what it feels like to wear Cotonella underwear.
Cotonella. Welcome to the Cotton Zone.
Print and ADV shot
Alog backstage shots by me
Editorial content cuts