WOOLMARK

The Woolmark Company represents Australian Merino Woolgrowers who produce a vast majority of the "worn wool" throughout the world. People who understand Merino know it to be soft, sustainable, easy to care for and the stuff of natural high performance gear. In the US, though, we mistake it as itchy, scratchy and culturally stuffy. So we created work that emotionally connected Americans to a more approachable Merino with the truth.

The "Feel Merino" campaign showcased wool's softness standing up to the hardest challenges in the harshest environments throughout the Amazon universe, so we could build awareness and drive product sales for our partners.