Did you know that every 25 minutes, the equivalent of an Olympic swimming pool of crude oil is used to make synthetic clothing? To bring this shocking statistic to life, fashion brand The Wool The Mark Company has created a dramatic campaign that highlights this issue on a large scale.
The “Wear Wool, Not Fossil Fuel” video spot opens with the trio struggling to escape from a pool of black, slimy oil. As the substance washes over their bodies, viewers see them begin to breathe heavily and panic.
And just as they try to help each other out of this dire situation, the camera pans out to show them surrounded by lush green hills. Take off your clothes and show off your clothes made of wool. Meanwhile, a breath of fresh air brightens the mood and the group is free to walk into the forest.
Although the metaphor is unremarkable, it clearly points to the use of more eco-friendly natural fibers in fashion.
The campaign video was jointly written and produced by Park Village, 20Something, and Studio Birthplace.
20Something creative director Will Thacker told The Drum that the campaign began after the client saw Greenpeace’s Wasteminster campaign, which Studio Birthplace also worked on.
“Woolmark was looking for something that was really educational, that showed people something new, that once they saw it they were like, ‘Wow, I didn’t know that,'” said the studio’s film director. , said Jorick Dozi, where he was from. “I hope people wake up to the fact that they are literally dressed in oil.”
The production is geared for film and out-of-home (OOH) activities, with first media coming this month in the US, UK, France and Australia. Exciting 3D billboards will appear next week at His Circus in Piccadilly, London and His Square in The Times, New York.
Fran Docx, Strategic Partner at 20Something, added: These natural materials accounted for his 60% of the market, far ahead of the newer polyester and polyamide alternatives.
“The rise of fast fashion, the sartorial culture of Instagram, and the surge in consumption have profoundly changed what lies within our wardrobes. It is rare to create broader ecological ties between people, and our ambition in working with The Woolmark Company is to address that and raise awareness of alternatives to synthetics.”
Production company: Park Village
Creative Company: 20Something
Creative/Film Director: Jorik Dozy and Sil Van Der Woerd @ Studio Birthplace
Creative Director: Will Thacker
Executive Producer: Adam Booth
Creative/Copywriter: Elliott Starr
Strategic Partner: Fran Docx
Business Leader: Anisha Oben
Account Manager: Amy Greasby
Film and Stills Producer: Lauren Havard
Service Company: Silver Lining Films
Service Producer: Rainier Ridgeway
Cinematographer: Lennart Hilge
VFX Supervisor: Tim Smith
SFX: Max Poolman @ MXFX
3D OOH Design Director: Samuel Guillotel @ 3DSomething
Designers: Rory Stiff and Casey Highfield
Production Designer: Arlene Wenzel
Wardrobe designer: Lewis Munro
Post Production Company: Dead Pixel
Grade: No 8 London
Colorist: Alex Gregory
Sound/Music Production: Ambit Sound
Photographer: Dirk Reese
Media Agency: Craft/PMG
Media Planners: Sam Fowler and Alistair Hornsby
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