The Woolmark Company has launched 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. Centerpiece of the campaign–from TBWASydney–is this 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.

Nathan Price of Goodoil Films, Sydney, directed this “Live and Breathe” film which rolls out worldwide across New York, San Francisco, London, Shanghai and Tokyo.

“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 fiber,” said Stuart McCullough, managing director 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, chief creative officer, TBWASydney.

“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, TBWAAustralia.

Credits

Client The Woolmark Company Agency TBWASydney Andy DiLallo, chief creative officer; Kat Alvarez-Jarratt, Doug Hamilton, creative directors; Pete Critroni, art director; Lisa Brown, head of production; Chris Mawson, head of design; Madeline White, producer; Paul Hughes, designer; Razif Djamaluddin, digital designer; Matt Springate, chief strategy officer. Production Goodoil Films Nathan Price, director; Sam Long, Juliet Bishop, exec producers; Ginny Loane, DP; David Mark Lee, art director. Editorial ARC edit Pete Sciberras, editor. Music Squeak E Clean Productions, L.A. Sound Design TBWA Sydney Beau Silvester, sound design. Post/VFX ALT VFX Jay Hawkins, VFX supervisor; Aborah Buick, exec producer; Jayce Alewell, VFX coordinator; Matthew Chance, head of 3D. Color Trish Cahill, colorist.

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