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