SPEC WORK I

SPEC WORK I: CHALLENGER CAMPAIGN

The Never List | What’s Not in Our Sheets Matters

Challenge: How do you make a tertiary customer consideration—sustainability and organic purity—feel urgent, emotional, and brand-defining?

Opportunity: Use education as a form of disruption, transforming the “absence” of toxins into a powerful, ownable brand story that distinguishes Boll & Branch in a crowded category.

Creative Solution: Inspired by the visual language of clean beauty and organic food, we created The Never List—a bold campaign celebrating what’s not in our sheets. Through striking visuals and editorial-style messaging, the campaign highlighted a spectrum of toxic chemicals never used in Boll & Branch’s organic cotton, turning material purity into a reason to believe—and buy.

By reframing organic cotton as both a luxury and a standard, this concept gave customers a new lens on value and transparency. The creative invited conversation, built trust, and offered white space for future storytelling across campaigns, packaging, and product education.