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.