The Woolmark Company’s environmentally focused new global brand campaign ‘Wear Wool, Not Fossil Fuel’ aims to educate consumers about the hidden impact of synthetic fabrics on the environment and how choosing natural fibres such as wool can be a solution to reducing fashion’s impact. Featuring a series of powerful visual messages that highlights the link between synthetic fabric and the crude oil used in its manufacture and the inherent eco-benefits of merino wool, the work is tailored to film and OOH, with initial media scheduled in the US, UK, France and Australia for September.
The campaign centres around a 60 second hero film (directed by Van Der Woerd & Dozy), showing people struggling to escape an oil-filled swimming pool, based on the insight that every 25 minutes, an Olympic pool’s worth of crude oil is used to produce synthetic clothing, which amounts to almost 350 million barrels a year. The film is accompanied by visually immersive and striking anamorphic DOOH in iconic sites in London’s Piccadilly Circus and New York’s Times Square, along with global OOH, social support and an interactive WeTransfer partnership scheduled to coincide with the launch.
