69% of all the clothes we wear contain plastic, meaning that every 25 minutes, an Olympic swimming pool worth of oil is used in their production. Without widespread awareness of how the clothes they wear affect the environment or what positive alternatives are available, we needed to help audiences around the world to think differently about their clothes. We needed them to reconsider wool as a desirable, sustainable and renewable option. Borrowing from luxury brand behaviours and using fashion week as the backdrop, Woolmark’s strategy focussed on maximising impact, building salience and driving meaningful engagement across digital and physical media channels. Our campaign was ultimately successful in shining a light on the harm some fabrics cause, boosting Woolmark’s reputation, and altering our audience's existing perceptions about wool as a fabric.