After spending the last 15 years perfecting their suitability practices, Micro Cotton has become the world’s most sustainable bath towel.

 

To draw a connection between their towels and a clean environment we developed a social media campaign, Micro Cotton: Earth Approved.

 

In the visuals, developed for Facebook and Instagram carousels, the towels were positioned in a bathroom setting to mimic natural landscapes. The bathroom elements—tile, soap, shower head—were pieced together with the towels to aid in evoking picturesque nature scenes, like a beach or waterfall. These visuals were then seamlessly transitioned into a visual of the actual environmental scene to demonstrate the towel’s connectivity to nature. 

Variations of the posts were made to support sustainable towel information and a digital promotion called the Powder Room Pledge. 

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Moving example

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Full photograph