Explore more emails from the campaign here, here, here and here. 



In February 2018, Cotton On sent their U.S. database a customer survey to gauge overall brand perception. Fun finding? Most customers didn’t realize that we were an Australian brand. 

So, we let’em know.

Garden hose as an A.C. substitute. Summer road trips in a Combi. The endless search for waves. If there is one thing Aussies do well, it’s summer.

Cotton On’s May 2018 campaign was a chance to show our roots. Stepping away from clichés, we chose to present content through meme culture, an ironic tone, an interactive GIF-list and turning our lookbook into a complete “How to: Summer Like a Legend” guide. 


Copy Director     
Chin Shen

Art Director     
Kara Speechley

Copywriter
Ashley Major

Designer  
Shirley Chen