Reframing Fabric Choices to Drive Sustainable Fashion Awareness for Woolmark

Client: Woolmark

Woolmark set out to raise awareness of the environmental costs of synthetic fabrics and position wool as a sustainable, high-quality alternative. Despite growing consumer interest in sustainability, many shoppers remained unaware of fabric composition, often defaulting to synthetic-heavy fast fashion. Misconceptions about wool’s comfort and relevance also persisted, creating a barrier to adoption.

To change this, Woolmark needed to shift perceptions and make fabric choice an emotional, conscious decision - while competing with the noise and speed of the fast fashion cycle. The solution was to behave like a luxury brand, embedding the message in culture and conversation, not just product claims.

At the centre of the campaign was a cinematic, 60-second hero film with a bold, haunting concept: every synthetic garment ever made still exists. The film brought this idea to life through a zombie-like invasion of discarded clothes.

A multi-channel approach amplified the message. High-attention video formats ran across YouTube, Meta, and premium publishers. Times Square billboards and other high-footfall, urban OOH placements created brand stature. The campaign aligned with Paris Fashion Week and ran alongside horror film content during Halloween, giving it cultural edge and seasonal relevance.

Through immersive digital storytelling and precision audience targeting, focused on both fast fashion shoppers and sustainability-minded consumers, the campaign reached a wide and diverse audience. By embedding its message in both style and substance, Woolmark reframed wool’s role in the modern wardrobe and sparked a broader conversation about conscious fashion choices.