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Did you know that an Olympic-sized pool of crude oil is used every 25 minutes to produce synthetic clothing? To bring this shocking statistic to life, fashion brand The Woolmark Company has created a stunning campaign to highlight the issue.
The ‘Wear Wool, Not Fossil Fuel’ video begins with three men struggling to escape from a dark, murky pool of oil. As the substance washes over their bodies, they watch the audience gasp heavily and begin to panic.
Then, as they try to escape from this dire situation, the camera pans out to show them surrounded by green hills. As they escape, they each slowly remove their oil-soaked clothes and open their woolen ones, but a breath of fresh air eases their mood and the group is free to walk into the forest.
The styles are in your face, but it clearly makes the point of using more eco-friendly natural fibers in fashion.
The campaign video was written and produced by a collaboration between Park Village, 20Something and Studio Birthplace.
Will Tucker, creative director at 20Something, told The Drum that the campaign came about after seeing the Wasteminster campaign for Greenpeace, where the client also worked on Studio Nativity.
“Wolmarck was looking for something that would really teach, something that would show people something new and that once they saw it, they’d say, ‘Wow, I didn’t know that,'” says Jorick Dozi, the studio’s director of film. place of birth. “We’re hoping people will wake up to the fact that they’re actually wearing oil.
The project is slated for film and out-of-home (OOH) activities, with first media scheduled for this month in the US, UK, France and Australia. An exciting 3D billboard will be launched next week at London’s Piccadilly Circus and New York’s Times Square.
Fran Docks, strategy partner at 20Something, added: “In the 1980s, our clothes were filled with natural materials like cotton, wool and cashmere. These natural materials account for about 60% of the market, far outstripping the relatively new polyester and polyamide alternatives.
“The rise of fast fashion, Instagram dress-up culture and disordered consumerism has seen a massive shift in what goes into our clothes. We rarely make the broader ecological connection between clothes, the fibers they are made of, and their impact on our planet. Our desire to work with Woolmark Company is to address that and raise awareness of synthetic fabric alternatives.
Acknowledgments
Production company: Park Village
Creative company: 20 something
Creative/Film Directors: Jorik Dozy and Sil Van Der Woerd @ Studio Birthplace
Creative Director: Will Thacker
Editor-in-Chief: Adam Booth
Creator/Copywriter: Elliott Starr
Strategy Partner: Fran Docx
Business Leader: Anisha Screwdriver
Account Manager: Amy Greasby
Film and Portrait Producer: Lauren Howard
Service Company: Silver Cover Films
Service Provider: Renier Ridgeway
Director of Photography: Lennert Hillege
VFX Supervisor: Tim Smith
SFX: Max Poolman @ MXFX
3D OOH Design Director: Samuel Guillotel @ 3DSsomething
Designers: Rory Stiff and Casey Highfield
Production Designer: Arlene Wentzel
Costume designer: Lewis Munro
Post-production company: Dead Pixel
Level: 8 No. London
Colorist: Alex Gregory
Audio and Music Production: Ambit Sound
Photographer: Dirk Rees
Media Agency: Kraft/PMG
Media Planner: Sam Fowler and Alistair Hornsby
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