The Woolmark Company & PMG Launch Powerful Sustainability Campaign During Fashion Week

The Woolmark Company, the global authority on wool, recently launched a new campaign targeting Fashion Week in New York, London and Paris for the first time, in partnership with PMG, along with 20something, Park Village and Studio Birthplace (creative) and Craft (communications planning), to tout wool as a sustainable alternative to widely-used synthetic fabrics. 

With a new tagline “Wear Wool, Not Fossil Fuel,” the campaign features compelling video, digital out-of-home, and paid social advertising highlighting that every 25 minutes an Olympic pool sized amount of fossil fuel is used to create synthetic clothing, while merino wool remains a 100% natural, biodegradable and renewable alternative. Now through October 16, the new campaign—led out of London—targets environmentally conscious consumers globally during New York (9/9-9/14), London (9/16-9/20), and Paris (9/26-10/4) Fashion Weeks, to build awareness of the environmental impact of synthetic clothing.

At the center of the campaign are large format 3D anamorphic billboards running across NYC’s Times Square (The Big Kahuna at 15,000 Sq. Ft.), London’s Piccadilly Circus (Piccadilly Lights), and Paris’ Citadium, targeting eco-conscious consumers in some of the world’s most prominent high-end fashion destinations by showing a lifesize demonstration of a pool filling up with oil. Juxtaposing a world slick with oil and one rich with environmental prosperity, the campaign calls for more people to “check the label” to make a difference through what they buy and wear. In addition to digital billboards, bus shelters, and wild posting ads running in each city, the campaign will run across YouTube, Instagram, and TikTok, as well as premium WeTransfer placements through early October. During the month of October, the campaign will also run in additional markets across North America, Europe, and Australia via social, DOOH in rail stations, and bus wraps.

The campaign was written and produced in creative collaboration between Park Village, 20something, and Studio Birthplace (consisting of directors Sil Van Der Woerd & Jorik Dozy), whose award-winning portfolio includes their recent Cannes Lions & D&AD winning work Wasteminster: A Downing Street Disaster for Greenpeace UK.

Watch the spot on YouTube here, and learn more about the campaign in Adweek, Forbes, MediaPost, and Fashion Network. For more information on the sustainability of wool, visit The Woolmark Company.