The Woolmark Company

This is an ode to Merino Wool’s versatility, highlighting its qualities as an eco-friendly fibre to appeal to consumers who may not immediately associate it with the idea of sustainability.

Here we showcase the circular qualities of the 100% natural and biodegradable material, weaving a story tied by the common thread of a piece of Merino Wool that’s remade again and again into different clothing fit for various lifestyles, worn and loved in every incarnation before returning to the Earth in the end.

A story about one sustainable fibre reborn many, many times—in the process transforming from a functional product to a living, breathing material with emotional life value.

Read more at Campaign in Asia, Campaign Brief Asia, Creative Salon, and Branding in Asia