The Woolmark Company

20something *Lead Agency

Will Thacker, Creative Director
Elliott Starr, Head of Copy
Anisha Obeng, Business Director
Samuel Guillotel, 3D Design Director
Frances Docx, Strategy Partner
Amy Greasby, Account Manager
Rory Stiff, Designer
Casey Highfield, Designer

Park Village *Lead Agency

Adam Booth, Executive Producer
Lauren Havard, Films/Stills Producer
Dirk Rees, Photographer

Studio Birth Place

Sil Van der Woerd, Director
Jorik Dozy, Director

Craft Media London

Sam Fowler, Chief Strategy Officer & Partner
Alistair Hornsby, Planning Director

PMG Digital Agency

Clio Boulfroy, Account Supervisor
Edward Grice, Head of EMEA

The 'Wear Wool, Not Fossil Fuel' Campaign challenged the entire fashion industry and its billions of consumers to create a new criteria of choice for clothes buying. No longer would our decisions be driven by just-style, cut, colour etc. we would add "fabric" to that list. We did this by dramatically reframing synthetic clothing as fossil fuel fabric and making our audience feel the impact of it on their skin. We positioned wool as the eco solution and in doing so we made a hidden element (fibre manufacture) the most un-ignorable thing about your clothes.