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Editors' Choice

This Brilliant Woolmark Company Ad is Set in a Dystopian Synthetic World

Editors’ Choice: Goodoil Films’ Nathan Price directs TBWA\Sydney’s first campaign for the global authority on wool

This Brilliant Woolmark Company Ad is Set in a Dystopian Synthetic World

For the first time in over seven years, The Woolmark Company, the global authority on wool, is launching a global consumer awareness campaign to educate a new generation of consumers on the performance benefits of Australian Merino wool, focusing on breathable wool performance and athleisure wear.

The athleisure/active-wear market is the fastest growing sector of the $1.7 trillion global textile business, and 90% of the world’s wool apparel is produced in Australia.

The campaign takes aim at the global tensions around our 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, unbreathable clothing made from the coats of a strange new breed of synthetic sheep. Frustrated with this stifling, 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 OOH 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.’

“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,” said Stuart McCullough, MD of The Woolmark Company. 

“‘Live and Breathe is a big platform idea that can inspire innovation and communication for years to come,” added Andy DiLallo CCO TBWA\Sydney.

“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,” said Paul Bradbury, CEO, TBWA\Australia.

‘Live&Breathe’ aims to educate a lost generation on the technical performance benefits of Australian Merino wool. The rapid growth in demand for technical textiles has significantly boosted wool’s prominence in the sportswear industry. Millennials and Gen Ys are demanding not only a fibre that performs, but one that has green credentials. There are 60K woolgrowers in Australia, and 90% of the world’s apparel wool is produced in Australia. In 2018 the Australian wool industry is a $4.3 billion industry.
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Advertiser: The Woolmark Company

Managing Director: Stuart McCullough

Global Communications Manager: Laura Armstrong

Global Content and Creative Manager: Mitchell Oakley-Smith

Junior Editor: Sophie Joy-Wright

Senior Communications Manager: Anna McLeod

Creative Agency

Creative Agency: TBWA\Sydney

Art Director: Pete Citroni

Producer: Madeline White

Chief Creative Officer: Andy DiLallo

Business Director: Sarah Cornish

Client Partner: Camilla Stapley

Head of Design: Chris Mawson

Digital Designer: Razif Djamaluddin

Chief Strategy Officer: Matt Springate

Designer: Paul Hughes

CEO: Paul Bradbury

Production Company

Production Company: Goodoil Films

Executive Producer: Sam Long, Juliet Bishop

Director: Nathan Price

DOP: Ginny Loane

Art Director: David Mark Lee

Art Director : David Mark Lee


Edit Company: ARC Edit

Editor: Pete Sciberras

Post Production / VFX

Post Production Company: ALT VFX

Colourist: Trish Cahill

VFX Supervisor: Jay Hawkins

VFX Coordinator: Jayce AIewell

Head of 3D: Matthew Chance

Executive Producer: Aborah Buick


Music Company: Squeak E Clean Productions LA


Sound Engineer: Beau Silvester (TBWA\Sydney)

Category: Associations , Corporate and social

Genre: In-camera effects , People , Scenic , Storytelling , Visual VFX