Creativity

An anonymous gift frees a woman from the smog and gloom of a dystopian city

TBWA Sydney makes wool the key to fighting an unnatural future

By I-Hsien Sherwood. Published on Sep 04, 2018

Editor's Pick

In the near future, city life is a miasmic, dismal existence, lived out under plastic shrouds harvested from herds of unnatural, sheep-like creatures. But an anonymous gift propels one woman beyond the confines of a dirty metropolis, into the mountains above the smog, where the air is clean and real animals still roam.

It's a piece of clothing that changes her life, something ordinary and pure, not synthetic and unwholesome like the drapes everyone else wears (or maybe is forced to wear). There is no joy here, so she leaves, on foot, giving viewers a glimpse of the cityscape: a place of concrete and tunnels, all gutter and no boulevard, dark and dank and dreary.

This dystopian, yet ultimately hopeful vision, is courtesy of TBWA Sydney, which created the film for The Woolmark Company. It's the first consumer-facing campaign from the Australian wool industry group in seven years. Ninety percent of the world's wool is produced in Australia, and activewear and athleisure (like the life-changing garment in the film) is the fastest growing sector of the textile industry.

The two-and-a-half minute spot kicks off Woolmark's new "Live&Breathe" platform, which focuses on natural, breathable fabrics with environmental credentials. The film is running online and is accompanied by out-of-home placements in New York, San Francisco, London, Shanghai and Tokyo. In addition, influencer-led fitness classes will feature Merino wool capsule collection launches from brands including P.E. Nation and Erin Snow.

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Credits

Date
Sep 04, 2018
Agency:
TBWA Sydney
Managing Director:
Stuart McCullough
Global Communications Manager:
Laura Armstrong
Global Content and Creative Manager:
Mitchell Oakley-Smith
Senior Communications Manager:
Anna McLeod
Junior Editor:
Sophie Joy-Wright
Chief Executive Officer:
Paul Bradbury
Chief Creative Officer:
Andy DiLallo
Chief Strategy Officer:
Matt Springate
Creative Director:
Kat Alvarez-Jarratt
Creative Director:
Doug Hamilton
Art Director:
Pete Citroni
Head of Production:
Lisa Brown
Head of Design:
Chris Mawson
Client Partner:
Camilla Stapley
Business Director:
Sarah Cornish
Producer:
Madeline White
Designer:
Paul Hughes
Digital Designer:
Razif Djamaluddin
Production Company:
Goodoil Films
Director:
Nathan Price
Executive Producer:
Sam Long
Executive Producer:
Juliet Bishop
Art Director:
David Mark Lee
Editor:
Pete Sciberras
Edit Company:
Arc Edit
Director of Photography:
Ginny Loane
Music:
Squeak E Clean Productions
Sound Design:
Beau Silvester
Sound Design Company:
TBWA
Post Production:
ALT VFX
VFX Supervisor:
Jay Hawkins
Executive Producer:
Aborah Buick
VFX Coordinator:
Jayce AIewell
Head of 3D:
Matthew Chance
Colorist:
Trish Cahill

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