Aiming to educate the public about the dangers of synthetic fibres on the environment.
The Woolmark Company’s environmentally focused new global brand campaign ‘Wear Wool, Not Fossil Fuel’ launching today.
The campaign aims to educate about the dangers of synthetic fibres on the environment and how choosing natural fibres such as wool can be a solution to reducing fashion impact.
'Wear Wool, Not Fossil Fuel' features a series of visual messages that highlight the link between synthetics and crude oil, the campaign centres around a 60-second hero film showing people struggling to escape an oil-filled swimming pool. For this the campaign draws on the notion that every 25 minutes, an Olympic pool’s worth of crude oil is used to produce synthetic clothing, equating to an alarming figure of almost 350 million barrels a year.
The Woolmark Company CEO, John Roberts says “It is predicted that in just ten years’ time, 73% of the entre clothing market will be made from synthetic fibres, which are derived directly from fossil fuels. The impact these clothes have during the use and end of life stages of their lifetime cannot be underestimated. In fact, it’s been said that the equivalent of 50 billion plastic bottles’ worth of microfibres enter wastewater every year just from washing.
"Science shows that wool does not contribute to microplastic pollution. Studies also show that wool clothes are amongst the oldest in wardrobes, with high levels of reuse and donation, along with high levels of recycling and commercially viable end-of-life pathways. These factors alone indicate why choosing clothes made form natural fibres, such as Merino wool, are so important in transitioning to a circular, slow fashion model”.
CLIENT: The Woolmark Company
PRODUCTION COMPANY: Park Village
CREATIVE COMPANY: 20something
DIRECTORS: Studio Birthplace
CREATIVE DIRECTOR: Will Thacker
EXECUTIVE PRODUCER Adam Booth
COPYWRITER: Elliott Starr
DESIGNERS: Rory Stiff
STRATEGY PARTNER: Fran Docx
BUSINESS LEAD: Anisha Obeng
ACCOUNT MANAGER: Amy Greasby
FILM & STILLS PRODUCER: Lauren Havard
ACTIVATION PRODUCER: Karen Tillotson
SERVICE COMPANY: Silver Lining Films SA
SERVICE PRODUCER: Renier Ridgeway
DIRECTOR OF PHOTOGRAPHY: Lennert Hillege
VFX SUPERVISOR: Tim Smit
SFX: Max Poolman @ MXFX
PRODUCTION DESIGNER: Arlene Wentzel
WARDROBE DESIGNER: Lewis Munro
POST-PRODUCTION COMPANY: Dead Pixel
GRADE: No 8 London
COLOURIST: Alex Gregory
AUDIO & MUSIC PRODUCTION: Ambit Sound
PHOTOGRAPHER: Dirk Rees
MEDIA AGENCY: Craft/PMG
MEDIA PLANNER: Sam Fowler/ Alistair Hornsb