Wear Wool, Not Fossil Fuel

Wear Wool Not Fossil Fuel drove an increase in awareness of the environmental benefits of wearing wool vs. the ecological damage caused by synthetic fibres, empowering the consumer to make more conscious choices. Synthetic fabrics like Polyester are toxic to our planet. They produce microplastic pollution during manufacture, and this repeats with each wash. In fact, 35% of ocean microplastics are directly linked to synthetic clothing. But it gets worse. 99% of fast fashion (which is mostly synthetic) ends up in landfills. Here, it spends over 200 years breaking down and causing more harm. Some of these sad facts might be on the radars of the fashion-conscious. But what most people don't know is that synthetic fabrics also come from fossil fuels. Which means we're literally wearing oil. Our demand is driving a supply that uses millions of litres of oil every single minute. But for the average person, such big numbers are meaningless. Our brief was to make this unfortunate truth real, relatable and understandable. The creative strategy? To use a simple metric to highlight the extreme planetary cost of synthetic fabrics. Every 25 minutes, an Olympic-sized pool of oil is used to make synthetic clothing. We then encouraged people to ‘Wear Wool, Not Fossil Fuel’.

【Client】The Woolmark Company
【Agency】20something
【Production】Park Village

Director

Jorik Dozy & Sil van der Woerd

Time

0:01:00

Country

Australia

Genre

Branded Movie