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    Woolmark urges consumers to rethink synthetic clothing in evocative campaign

    The Woolmark Company is urging consumers to wear wool, not fossil fuels, in an evocative global campaign against synthetic clothing. 

    The environmentally focused campaign aims to educate consumers about the impact of synthetic textiles, such as polyester, nylon and acrylic, and encourage people to opt for natural fibres such as wool. 

    The evocative creative campaign features models emerging from a pool of black oil and declaring that 'every 25 minutes, an Olympic-sized pool of oil is used to make synthetic clothing'. 

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    The ad aims to highlight the connection between synthetic fibres and fossil fuels, particularly the 350 million barrels of crude oil used in their creation each year. 

    The campaign is built around insights that while consumers are prepared to pay more for sustainable fashion, they do not consider the fibres' impact.  The aim is to generate greater awareness of the impact of fashion on the environment and showcase the benefits of wool. 

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    The campaign incorporates film and OOH and launches with activity in Australia, France, UK and US.  

    John Roberts, managing director of The Woolmark Company, said, “It is predicted that in just ten years’ time, 73% of the entire clothing market will be made from synthetic fibres, which are derived directly from fossil fuels." 

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    “The impact these clothes have during the use and end of life stages of their lifetime cannot be underestimated. In fact, it’s been said that the equivalent of 50 billion plastic bottles’ worth of microfibres enter wastewater every year just from washing. Science shows that wool fibres biodegrade in both land and marine environments, so we know that Merino wool does not contribute to microplastic pollution.”

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    The campaign was created by creative agency 20something, production company Park Village and directors Studio Birthplace. 

    : 'Wear Wool, Not Fossil Fuel'

    Agency:
    Client:
    Date: September 2022
    The Woolmark Company has launched a global brand campaign ‘Wear Wool, Not Fossil Fuel’ to educate consumers about the dangers of synthetic textiles. 
    The campaign highlights the impact synthetic materials have on the environment and promotes choosing natural fibres, such as wool, to help reduce fashion impact.
     
    Credits:
     
     
    PRODUCTION COMPANY: Park Village
    CREATIVE COMPANY: 20something
    DIRECTORS: Studio Birthplace
    CREATIVE DIRECTOR: Will Thacker
    EXECUTIVE PRODUCER Adam Booth
    COPYWRITER: Elliott Starr
    DESIGNERS: Rory Stiff
    STRATEGY PARTNER: Fran Docx
    BUSINESS LEAD: Anisha Obeng
    ACCOUNT MANAGER: Amy Greasby
    FILM & STILLS PRODUCER: Lauren Havard
    ACTIVATION PRODUCER: Karen Tillotson
    SERVICE COMPANY: Silver Lining Films SA
    SERVICE PRODUCER: Renier Ridgeway
    DIRECTOR OF PHOTOGRAPHY: Lennert Hillege
    VFX SUPERVISOR: Tim Smit
    SFX: Max Poolman @ MXFX
    PRODUCTION DESIGNER: Arlene Wentzel
    WARDROBE DESIGNER: Lewis Munro
    POST-PRODUCTION COMPANY: Dead Pixel
    GRADE: No 8 London
    COLOURIST: Alex Gregory
    AUDIO & MUSIC PRODUCTION: Ambit Sound
    PHOTOGRAPHER: Dirk Rees
    MEDIA AGENCY: Craft/PMG
    MEDIA PLANNER: Sam Fowler/ Alistair Hornsby
    Tags: Australia
     
     
     
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