This Dystopian Sci-Fi Short Is a Surprisingly Effective Way to Promote Wool

Natural fabric is hero of sprawling film from TBWA Sydney

A better life is out there. Woolmark / TBWA Sydney
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The heroine of a new long-form ad touting Merino wool seems to have more working against her than just the unnatural fibers she’s wearing.

She has a crap job in a dreary factory (potentially hazardous to her health in many ways), and her sole dinner companion is her smartphone, though the translucent blobs of pink-food substance she’s eating don’t look appetizing anyway.

She belongs to a slow-moving horde of people moving around a Blade Runner-esque town in plastic outfits (the robotic folks are silent, but their “clothes” make squeaking noises). Everyone looks sad and uncomfortable in this unnamed time and place.

Her whole world seems to be artificial, down to the source materials for those fake-wool synthetic wardrobes. (There are disposable utensils and all manner of garbage and detritus stuck in the animals’ coats).

The gal, fortuitously, gets her hands on a sweat-wicking, breathable, odor-controlling piece of athletic wear and takes off on a run. That burst of activity gets her out of the city and re-introduces her to Mother Nature, grassy pastures and a flock of real sheep.

But does she have to leave the lovely mountainside and go back to that dystopian nightmare? Let’s hope not. But if she does, will the mystery lady return with more Merino wool gifts? Let’s hope so.

The mini-movie, from agency TBWA\Sydney, is the first advertising in seven years for The Woolmark Company, a group that represents Australian wool growers (which produce 90 percent of the world’s wool apparel, worth $4.3 billion this year) and previously focused its marketing messages on luxury and high fashion.

The campaign, dubbed “Live and Breathe,” aims to get the word out about wool’s benefits in sportswear, given that athleisure is the fastest-growing sector of the $1.7 trillion global textile business, according to the brand.

It’s also meant to appeal to eco-conscious millennials and Gen Z consumers by stressing that it’s a natural, renewable, biodegradable product. Tagline: “Of the land, not the lab.” The campaign will include social media and outdoor ads in New York, San Francisco, London, Shanghai and Tokyo, and events like influencer-led fitness classes and capsule collection launches via partnerships with P.E. Nation and Erin Snow.


The Woolmark Company
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: Madeline 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
Editor: Pete Sciberras at ARC edit
DOP: Ginny Loane

Music: Squeak E Clean Productions LA

Sound Design: Beau Silvester TBWA Sydney

Post Production: ALT VFX
VFX Supervisor ALT: Jay Hawkins
Executive Producer ALT: Aborah Buick
VFX Coordinator ALT: Jayce AIewell
Head of 3D ALT: Matthew Chance

Colorist: Trish Cahill

@TLStanleyLA T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.
Publish date: September 20, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT