Woolmark envisions fast fashion’s zombie apocalypse

‘Wear Wool, Not Waste’ – a stunningly powerful PSA from Woolmark highlighting the environmental benefits of buying natural.

The campaign spotlights the environmental benefits of wool – natural, renewable, biodegradable and the world’s most recycled apparel fibre.

The campaign by 20(Something) comes at a time when legislative changes are being introduced to curb the rise in throwaway fashion culture, which has been driven by cheap, synthetic clothing.

Built on this uneasy idea that every synthetic garment ever made still exists in some form, the campaign centres around a 60-second film showing people rushing to escape a zombie invasion of the old synthetic clothes that still haunt our planet to this day.

John Roberts, Managing Director of Woolmark, says “Wear Wool, Not Waste is more than a marketing campaign, it’s an urgent call to citizens and the industry at large to re-evaluate fibre choices. Merino wool is inherently natural and renewable and has the potential to be a transformational solution to fashion’s impact problem. It offers a versatile, biodegradable, recyclable, and long-lasting solution – one that aligns with nature rather than working against it.”

The Filter by Fabric initiative was launched last year and has garnered thousands of commitments from industry bodies including Copenhagen Fashion Week, No More Plastic and the Plastic Soup Foundation. Sign the pledge > here

Credits:

Strategy & Campaign creative: 20(Something)
Creative Campaign Production: Park Village
Film Creative & Post Production: Studio Birthplace Service
Production: Silver Lining Pictures
ECD: William Thacker
Business director: Anisha James
Creative: Cathryn Carey
Account manager: Amy Greasby Strategy Partner: Fran Docx
Director / Creative: Sil van der Woerd Director / Creative: Jorik Dozy
Executive Producer: Adam Booth
Film & Stills Producer: Alice Windeler Service Producer: Renier Ridgeway Director of Photography: Lennert Hillege VFX Director: Tim Smit
Photographer: Daniele Colucciello Stylist: Luci Ellis
Sound & Music: Ambit sound
Grade: Alex Gregory @ No.8

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