The Woolmark Company launches new global ‘Live&Breathe’ campaign via TBWA\Sydney

For the first time in over seven years, The Woolmark Company, the global authority on wool, is launching a global consumer awareness campaign via 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 athleisure/activewear market is the fastest growing sector of the $1.7 trillion global textile business, and 90% of the world’s apparel wool 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.

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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 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’.

Says Stuart McCullough, managing director, The Woolmark Company: “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.”

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

Says Paul Bradbury, CEO, TBWA\Australia: “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 campaign is also featured on the cover of the latest issue of Campaign Brief – together with an in-depth article. The issue also includes annual reports on TVC Post Production and Sound+Music. SUBSCRIBE NOW for only $44 per year.

The Woolmark Company

Head of 2D: Matthew Chance

Editor – Peter Sciberras

Colourist: Trish Cahill