Tchibo

Cotton Trail Campaign

For a campaign with Tchibo Organic Cotton, we set out to make transparency tangible. Under the theme “We Traced the Trail,” we followed the journey of every fiber — from the farmers who cultivate organic cotton with care, to the ginners who prepare it for production, all the way to the customers who wear it. By documenting each step of the cycle, we revealed the people, processes, and principles behind truly responsible sourcing. The result was a storytelling-driven campaign that transformed supply chain transparency into an emotional narrative — building trust, celebrating craftsmanship, and reinforcing Tchibo’s commitment to sustainable quality from field to finished product.

Agency Liquid Campaign (now Serviceplan)
Creative Direction Nora Grøtting
Photographer/Director Joerg Reichardt
Producer Marcella Maack
Post-Production 27km