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Beyond the Bale : September 2018
The three-minute campaign film begins in a dystopian, industrial and gloomy city – where nature is absent, pollution hangs in the air and people have long forgotten what natural means. Clothing is no longer made from wool, but from restrictive and unbreathable plastics. But there is hope. On the horizon just beyond the city lies the promise of a more positive, natural world – a world where Mother Nature hasn’t been replaced but rather, embraced. Here, lush, green pasture spills across the mountainside – and Merino sheep graze. Amongst the despair of the city, the campaign’s central character – an athletic young woman who works in a giant industrial factory – magically discovers a wool running outfit. The Woolmark Company proudly suppor ts the Woolmark Certification Program. See woolmark.com for details. GabrielaHearstcap Aclimacroptop Devold jacket XTM leggings 3.1 PhillipLim trousers DO MORE BREATHE MORE “The fibre's inherent performance properties and eco-credentials have seen the fibre become prominent once again and is reaching a new generation of consumers.” CAMPAIGN ROLLOUT Working with award-winning global creative agency TBWA and media buying agency OMD, the campaign – which includes a short film, and hero fashion and sportswear imagery – began at the start of this month. While the film (distributed through social media and Woolmark.com) and the out- of-home campaign (billboards, bus shelter advertising etc) serve as two hero aspects of the campaign, events, e-commerce extensions and collaborative partnerships will help to drive home the message in an impactful way. “The campaign features a carefully curated selection of some of the most technically advanced and innovative wool and wool-rich garments commercially available on the market today,” Mr McCullough said. A layered influencer campaign of some of the world’s leading fitness stars will help connect product to consumers in an approachable, authentic way, while custom landing pages and product hubs of wool products will be available to shop on Amazon USA and Farfetch.com. Product launches and interactive events in the US (PE Nation workout and Erin Snow ski launches), China (Elle Fit Club events), Japan (Vogue Fashion's Night Out and National Sports Day), and UK (Nagnata yoga launch) will localise and personalise the wool messaging. MORE INFORMATION www.woolmark.com/liveandbreathe Clips from the campaign film highlighting the natural and breathable aspects of wool. Example of campaign collateral being rolled out across the world. The advert features commercially available apparel: Devold 100% Merino wool jacket; Aclima 65% Merino wool crop top; XTM 100% Merino wool leggings; 3.1 Phillip Lim 50% Merino wool trousers. Home alone, she puts it on and sets off running, breaking free of the city walls, and heads towards the natural horizon. When she arrives she is breathing freely, surrounded and connected to the source of the natural fibres she wears. It is this natural, better world that the campaign’s protagonist is escaping to and leading a path for the rest of the world to follow. “Set against an environment that is both artificial and natural, our global campaign reminds consumers of wool's natural benefits which cannot be matched by any other fibre,” Mr McCullough added. “Unrivalled by any man-made fibre, Merino wool’s naturally inherent qualities – breathability, odour control, moisture management – reconnects the wearer to a forgotten experience.” LIVE & BREATHE CAMPAIGN FILM OFF FARM 9
In the Shops - September 2018