Australian Wool Innovation launches new global campaign for Woolmark brand via Host, Sydney
Australian Wool Innovation has unveiled a new global campaign for its iconic Woolmark brand via recently appointed agency, Host Sydney.
One of the biggest barriers impacting Australian wool sales internationally is a consumer belief that wool is difficult to launder and care for. This campaign, “Tested by Nature, Tested by Us” dramatizes the fact that Australian wool survives everything Mother Nature throws at it, be it rain, snow, wind or sun, before being rigorously tested in the lab to ensure it meets Woolmark’s quality standards – making it anything but delicate.
The campaign is slated to roll out globally over the next 12 months across film, print, digital & POS, kicking off imminently in China, Hong Kong, Korea, Japan, UK, Italy and Germany.
The work will also be shown at the Easter Show in Sydney 10-23rd April, where people will also be able to meet Fred, the star of the campaign.
Client: Jennifer Lau, 
Cathryn Lee, Australian Wool Innovation
Agency: Host
Creative Directors: Jake Rusznyak, Dennis Koutoulogenis
Executive Producer: Ryan Swerdlow
Production Company: Title Artist Management
Post Production Method Studios
Director/Photographer: Chris Searle
DOP: Lachline Milne
Retouching: Gerrie Barnard
Production Company: Title Artist Management
Post Production Method Studios
Director/Photographer: Chris Searle
DOP: Lachline Milne
Retouching: Gerrie Barnard
6 Comments
Beautifully shot – clear barrier addressed. Good luck!
Very nicely done in every way.
I thought it was about the clothes, well, the fabric at least.
Yes, Yes, I get the symbolism, but give me the Ted Horton/Denis Piel spot from 20 years ago anytime. If they did it so well then and it’s success has never been repeated, why not give them this brief?
And they didn’t have to photoshop in a ram.
Great idea, brilliantly written and beautifully crafted. Well done geezers.
Creative experience shining through.
Nice job, you two.
Yes indeed beautifully shot, creative, emotional, iconic, Australian. Mother Nature is one thing but where is the REAL ‘mother’ the one who has three kids hanging off her, while she is trying to squeeze in cooking, feeding, keeping herself fit ‘running’ while kids (here’s a novel idea – wearing wool’) get muddy, she rips the wool clothes off them, throes the clothes in the washing machine, then the drier, then redresses the kids and herself to return life to normality. Modern Merino clothing does all this and MORE. We want people to buy the bloody stuff because it works for everyday living, MAKE the connection OBVIOUS. You could have easily drawn a parallel between FRED (mother nature) and ‘every day’ life wearing wool (the real mother). Tested by Nature Tested by You.