The Woolmark Company takes aim at people’s obsession with synthetics and robots in first campaign for seven years

The Woolmark Company has taken aim at people’s obsession with synthetics and the future in a campaign seeking to educate a new generation of consumers about the benefits of Australian Merino wool.

In its first campaign since winning the account in November last year, TBWA/Sydney launched the global campaign with the intention of telling a story of a synthetic world which has forgotten how to live naturally.

The film will be launched in New York, San Francisco, London, Shanghai and Tokyo and will also be posted on out-of-home billboards.

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

Paul Bradbury, CEO at 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.”

The ad seeks to reintroduce natural wool and steer consumers away from the rapid demand for technologically made textiles.

“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,” Stuart McCullough, MD of The Woolmark company added.


  • 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
    Chief Executive Officer – Paul Bradbury
    Chief Creative Officer – Andy DiLallo
    Chief Strategy Officer – Matt Springate
    Creative Director – Kat Alvarez-Jarratt
    Creative Director – Doug Hamilton
    Pete Citroni – Art Director
    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 at ARC Edit
  • DOP – Ginny Loane
    Music – Squeak E Clean Productions LA
    Sound Design – Beau Silvester TBWA\Sydney
    Post Production – ALT VFX
    VFX Supervisor ALT: Jay Hawkins
    Executive Producer ALT: Aborah Buick
    VFX Coordinator ALT: Jayce Attewell
    Head of 3D ALT: Matthew Chance
    Colourist: Trish Cahill

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.