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Beyond the Bale : December 2011
FAST FACTS l AWI has launched the second phase of its global marketing campaign to educate consumers about the benefits of Merino wool. l Evoking the concept of touch, the campaign shows that Merino wool is fine enough to be worn next to skin. l The campaign is being undertaken in partnership with manufacturers, retailers and the media over five years. AWI has launched the second phase of the five year 'Merino. No Finer FeelingTM' campaign to promote the natural benefits of Australian Merino wool to consumers around the world. The campaign includes a short film, a behind the scenes film and seven images that are appearing in international luxury magazines including Vogue, Vanity Fair, Harper's Bazaar, Tatler, Grazia, GQ, Wonderland, Man About Town and leading international titles, as well as iPad and digital media plus an industry leading iAd campaign within Apple applications on mobile devices in the USA, UK, France and Germany. Evoking the concept of touch, the campaign shows that Merino wool is fine enough to be worn next to skin, and can be made into lightweight fabrics and garments suitable for trans-seasonal use. Internationally acclaimed photographer David Slijper accepted the brief of challenging consumers' perception that wool is a heavy fibre restricted to use in the winter season, and said he wanted to highlight the fineness and beauty of Merino wool through emotive imagery. The creative work of the campaign highlights the reaction a beautiful young model has when she touches modern Merino wool against her body for the first time, and the positive, sensual feelings it can evoke. "I was blown away by the lightness of this fabric, I didn't realise wool could have such a light delicate touch," David explained. "With the focus on the fabric we are describing a woman's relationship to clothes so in this type of job we have a freedom to play a lot more and make a more fantastic type of image with a more dynamic quality to it." The forest of Merino wool fabrics used in the campaign film was created using over 70 fabrics from leading wool mills across 10 countries, each one used in 10 metre drops to create the depth and scale of a wool forest. In total, over two miles of fabrics were used, representing the world's best woven and knitted fabrics, and conveying Merino's fineness, drape, versatility and sheen. AWI's chief strategy and marketing officer Rob Langtry explained: "The Challenge with this campaign was to capture the essence of the fibre and the achievements of superior breeding by Australian woolgrowers that has positioned Australian Merino as one of the most desirable natural fibres for the premium end of the market. David has captured this, and more, throughout these provoking images." The 'Merino. No Finer FeelingTM' campaign is being undertaken in partnership with manufacturers, retailers and the media over five years across all AWI's marketing initiatives. It aims to talk to a new generation of consumers about the attributes and benefits of Merino wool. More information: www.merino.com/nff 'Merino. No Finer FeelingTM' campaign December 2011 BEYOND THE BALE 6 OFF-FARM Print advertisement from the second phase of the 'Merino. No Finer FeelingTM' global campaign.