F.Y.I.

Whybin\TBWA Sydney and Eleven PR campaign feeds sheep on celebrity tweets to make M.J. Bale suits for the Socceroos

Whybin\TBWA Sydney and Eleven PR have launched a campaign in which they used tweets  of support from celebrities and media  when the Socceroos qualified for Brazil have been grown into grass on a two acre paddock in Cooma, NSW and then eaten by Merino sheep whose wool will be used by M.J. Bale to prepare suits  for the national team.

The announcement:

In a world social media first, tweets of support posted by celebrities and media when the Socceroos qualified for Brazil, have been grown into grass on a two acre paddock in Cooma, NSW and then eaten by a flock of 100 Merino sheep, whose wool will then be used to prepare suits for the national team.

The campaign created by Whybin\TBWA Sydney and Eleven PR, grew eleven Australian tweets of support from celebrities and media with the largest Twitter followings, into ‘tweats’ for sheep for the Australian suit maker and official tailor to the national team, M.J. Bale; ensuring the Socceroos will quite literally be dressed in passionate support from celebrities like Hugh Jackman, Shane Warne and Jessica Gomes.

Grown in rural NSW, each ‘tweat’ measured approximately thirty meters wide, all together taking up two acres of land. 100 Merino sheep were released by former Socceroos player, Mark Bosnich and the local Cooma Mayor, Dean Lynch and the sheep’s entrance was accompanied by local singer, Ernie Constance, who sang the national anthem.

Statistics involved with the project:

  • 212,000,000 grass seeds used
  • 40,000 litres of hydro-seeding
  • 816 hours of growing time
  • 1,300 metres of irrigation
  • 90 sprinklers
  • The hottest summer Cooma has seen since 1962
  • Only two days under 30 degrees in the 34 days of growing time

Commenting on the project, former Socceroos player Marc Bosnich said, “It is always incredibly encouraging to hear words of support, especially when it’s from the likes of Jessica Gomes. Seeing the tweets grown in grass is just brilliant.”

Dave Bowman, Executive Creative Director Whybin\TBWA Group Sydney said, “Australian pride and passion for the Socceroos was at an ultimate high when the team qualified, so working with the official suit maker M.J. Bale, we wanted to bring this to life in a fun way to show them this support. We hope the team wear their suits with pride.”

The suit maker is well qualified to attempt the project having dressed the Australian Cricket Team in the greatness of Sydney Cricket Ground last year through the award winning ‘Grazed On Greatness’ campaign.  M.J. Bale has also dressed the Australian Polo Team and the Australian Turf Club; it works closely with top Australian woolgrowers to produce the world’s most luxurious but practical material.

Source: ElevenPR media release

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