Who is the Main Person in the Woolmark Breathe Easy Ad
The Woolmark Company launches new global 'Live&Breathe' campaign via TBWA\Sydney
September 5 2018, 7:00 am | | 47 Comments
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.
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.
Managing Director – Stuart McCullough
Global Communications Manager – Laura Armstrong
Global Content and Creative Manager – Mitchell Oakley Smith
Senior Communications Manager – Anna McLeod
Junior Editor – Sophie Joy Wright
Creative Agency – TBWA Sydney
Chief Executive Officer – Paul Bradbury
Chief Creative Officer – Andy DiLallo
Chief Strategy Officer – Matt Springate
Creative Director – Kat Alvarez-Jarratt
Creative Director – Doug Hamilton
Pete Citroni – Art Director
Head of Production – Lisa Brown
Head of Design – Chris Mawson
Client Partner – Camilla Stapley
Business Director – Sarah Cornish
Producer – Madeleine White
Designer – Paul Hughes
Digital Designer – Razif Djamaluddin
Production Company – Goodoil Films
Director – Nathan Price
Executive Producers – Sam Long and Juliet Bishop
Art Director – David Mark Lee
DOP – Ginny Loane
Music – Squeak E Clean Productions LA
Sound Design – Beau Silvester TBWA\Sydney
Post Production – Alt.VFX
VFX Supervisor: Jay Hawkins
Executive Producer: Aborah Buick
VFX Coordinator: Jayce Attewell
Head of 2D: Matthew Chance
Edit House – ARC EDIT
Assistant Editors – Damien Magee & Lucas Baynes
Editorial Producer – Olivia Carolan
Production Assistant – Raphaëlle Saïd
Executive Producer – Joseph Perkins
Source: https://campaignbrief.com/the-woolmark-company-launches/
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