Australian Wool Innovation’s (a member of the International Wool Textile Organisation (IWTO)) striking advertising campaign, titled Wear Wool, Not Waste, has been honoured with several prestigious international awards. Most recent among these is a Gold Trophy at the International Deauville Festival and Gold in Creative at The Drum Awards for Marketing.
The campaign, like its predecessor, Wear Wool, Not Fossil Fuel is designed to challenge consumers and shift their perceptions about how their fashion choices affect the environment.
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“Wear Wool, Not Waste”
The video features images of ghostly synthetic clothing chasing down and overwhelming people, bluntly and powerfully driving home the message of how synthetic fibres affect people and the environment.
The aim of the campaign, as AWI CEO John Roberts explains, was to “increase awareness of and consideration for the wool fibre by improving fibre consciousness.”
Not only has the campaign garnered plenty of recognition from the creative industry, but it has also shown itself to be extremely effective.
“After Wear Wool, Not Waste,” Roberts explains, “we did consumer surveys to test the campaign’s impact. 76% of those surveyed said the advertisement ‘made me think twice about the environmental impact of my clothes’ and 75% said ‘because of this advert, I would consider materials/fabrics when making a purchase decision regarding clothes’. We also saw an average 75% purchase intent for wool across the USA, UK, and France. This shows our strategy is working.”
In addition to its award at the International Deauville Festival, Wear Wool, Not Waste has been shortlisted for four other awards at the Creative Circle
Awards in the following categories:
- Film for Positive Change
- Cinema 1 minute & under
- Colour Grading – Commercial Film Grading
- Craft – Sound Design
The campaign continues to be rolled out at every strategic opportunity. It was recently played multiple times at the Sydney Film Festival, as a reminder to viewers to choose wool when buying clothes for their winter wardrobes.
You can view the video here.
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