TBWA\Sydney Creates First Global Campaign For The Woolmark Company In Seven Years

TBWA\Sydney Creates First Global Campaign For The Woolmark Company In Seven Years

For the first time in over seven years, The Woolmark Company – the global authority on wool – has launched a worldwide global consumer awareness campaign.

The ‘Live&Breathe’ campaign was created by TBWA\Sydney to educate a new generation of consumers on the performance benefits of Australian Merino wool, focusing on breathable wool performance and athleisure wear.

The campaign takes aim at the global tensions around people’s new obsession with synthetics and seeks to remind people that Merino wool’s natural qualities – breathability, odour control, moisture management – make it the original performance fibre.

The centrepiece of the campaign is a film that tells the story of a synthetic world that has forgotten how to live naturally. Instead of embracing natural fabrics, its people wear artificial, stifling clothing made from the coats of a strange new breed of synthetic sheep.

Frustrated with this suffocating, fake world, the story’s heroine seeks out the natural world hiding just beyond the smoggy horizon.

The film will launch across New York, San Francisco, London, Shanghai and Tokyo, and will be supported by large-format and street out-of-home advertising in all but one of these metro cities.

Activations will include influencer-led fitness classes and Merino wool capsule collection launches from brand partners, including P.E Nation and Erin Snow, highlighting ‘breathability’.

Stuart McCullough, managing director of The Woolmark Company, said: “A new generation of consumers are now expecting more from their purchases and Merino wool’s combined performance properties and eco credentials are primed to meet this expectation.

“Our global campaign reminds consumers of wool’s natural benefits, which cannot be matched by any other fibre.”

TBWA\Sydney’s chief creative officer, Andy DiLallo, said: “‘Live&Breathe’ is a big platform idea that can inspire innovation and communication for years to come.”

Paul Bradbury, CEO of TBWA\Australia, added: “It’s not often we have the opportunity to produce global campaigns based in Sydney. We are very proud that we will play a part in promoting Australian Merino wool to a new generation of global consumers.”


Client: The Woolmark Company

Managing director: Stuart McCullough

Global communications manager: Laura Armstrong

Global content and creative manager: Mitchell Oakley Smith

Senior communications manager: Anna McLeod

Junior editor: Sophie Joy Wright

Creative agency: TBWA\Sydney

CEO (Australia): Paul Bradbury

Chief creative officer: Andy DiLallo

Chief strategy officer: Matt Springate

Creative directors: Kat Alvarez-Jarratt and Doug Hamilton

Art director: Pete Citroni

Head of production: Lisa Brown

Head of design: Chris Mawson

Client partner: Camilla Stapley

Business director: Sarah Cornish

Producer: Madeleine White

Designer: Paul Hughes

Digital designer: Razif Djamaluddin

Production company: Goodoil Films

Director: Nathan Price

Executive producers: Sam Long and Juliet Bishop

Art director: David Mark Lee

Editor: Pete Sciberras, ARC Edit

Director of production: Ginny Loane

Music production company: Squeak E Clean Productions (LA)

Sound design: Beau Silvester, TBWA\Sydney

Post-production company: Alt.VFX

Executive producer: Aborah Buick

VFX supervisor: Jay Hawkins

VFX coordinator: Jayce Attewell

Head of 3D: Matthew Chance

Colourist: Trish Cahill


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