WOOLMARK - Merino Wool
AIM: Woolmark needed to drastically change perceptions of wool as a fabric.
They needed to communicate that wool isn't just heavy and itchy.
SOLUTION: In this second advertising campaign we continued the NO FINER FEELING theme, but evolved
the marketing strategy into making a strong fashion and luxury statement about merino wool without
actually showing any finished garments.
Each image shows the properties of different merino fabrics all within the different fashion
trends for AW2011/2012
RESULT: The advertising and marketing campaign ran in all the major fashion magazines in 20 different countries
The print campaign was supported by a fashion film featuring a dream-like landscape constructed
entirely of merino wool fabrics. A naked girl walks through this magical forest, exploring
the feeling of the soft, fine wool against her skin >> Merino Wool Fashion Film
Fashion Advertising Campaign / Fashion Film