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.
Credits:
- 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
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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