Park Village Ltd

In einer eindrucksvollen visuellen Erzählung fordert die Kreativagentur 20something zusammen mit Studio Birthplace in der neuen WOOLMARK Kampagne 'Wear Wool, Not Waste' zum apokalyptischen Kampf gegen Wegwerfkleidung auf. Creative Director Will Thacker, Mitbegründer der Londoner Agentur, setzt mit seinem Team ein starkes Statement: Die unnatürlich lange Lebensdauer synthetischer Kleidung wird hier als düstere Zombie-Horror-Story inszeniert, während reine Wollprodukte als nachhaltige und zukunftsorientierte Alternative präsentiert werden.

Jedes synthetische Kleidungsstück, das je produziert wurde, existiert noch immer in irgendeiner Form und belagert unseren Planeten. Die Kampagne hat sich zum Ziel gesetzt, Verbraucher über die langanhaltenden Auswirkungen von Wegwerfmode aufzuklären. Ob auf Mülldeponien oder als Mikroplastik – die Präsenz von Kunststoffen ist global omnipräsent.

Forschungsergebnisse zeigen, dass synthetische Materialien wie Polyester Hunderte von Jahren intakt bleiben können. Angesichts der enormen Mengen, die sich bereits auf Mülldeponien ansammeln, wird das Ausmaß des Problems deutlich. 'Wear Wool, Not Waste' ist nicht nur ein Aufruf zum Umdenken, sondern ein eindringlicher Appell für einen nachhaltigen Umgang mit Mode und unseren Ressourcen.

“The fast fashion industry is accelerating the environmental crisis at an alarming rate, with synthetic fibers infiltrating our bodies and polluting our planet for centuries. It’s critical that we understand the hidden impact of fast fashion, and take responsibility towards transitioning to natural, sustainable alternatives. With this film, we wanted to amplify the urgency of the issue by bringing to life the unstoppable stampede of synthetic clothes that is polluting our world – to provoke change from consumers and the industry.” Directors Sil van der Woerd & Jorik Dozy.

“In our latest ‘Wear Wool, Not Waste’ campaign with Woolmark, we visualize this unnaturally long lifespan as a zombie horror narrative and present pure wool products as a more sustainable alternative. Each empty shell of clothing is designed to resemble human figures, creating a haunting visual as they race through the streets, embodying the idea that discarded garments continue to affect our world long after they’ve been thrown away. To get the effects spot on, the SFX team brought in massive air-pressure cannons, which we ended up calling ‘anti-vacuum cannons’. These were loaded with synthetic garments and shot directly onto the set, creating a physical, interactive experience for the actors and everything around them. Clothes hit props like a bus and a car, allowing for a more realistic integration with the CGI added later.” Studio Birthplace.

“‘Wear Wool, Not Waste’ is more than a marketing campaign, it’s an urgent call to citizens and the industry at large to re-evaluate fiber choices. Merino wool is inherently natural and renewable and has the potential to be a transformational solution to fashion’s impact problem, offering a nature positive, versatile, biodegradable, recyclable, long-lasting solution.” John Roberts, Managing Director, Woolmark.

“Every single piece of synthetic fabric ever made still haunts our planet. The moment I heard this line, I knew it had to be at the heart of our new campaign for Woolmark. One disturbing fact, evoking powerful visuals – something we immediately saw as an aesthetic parallel to the horror genre, specifically a world ravaged by zombies, creeping across landscapes, smothering the earth. Synthetic fabrics are projected to make up 73% of total clothing fiber production globally by 2030. And with every piece of polyester likely to survive in our landfills, beaches, or oceans for over 200 years, we are facing a future where these materials outlive us, overtaking our world. Each fibre is a silent reminder of the cost we pay for convenience, a permanent mark on the planet’s skin. We’re not just facing a fashion crisis – we’re living in a horror story. We must change the narrative before it’s too late.” Will Thacker, co-founder, Creative Partner @ 20(SOMETHING).

20(SOMETHING) wurde von Will Thacker und Andrew Barnard 2019 in London gegründet. 20(SOMETHING) is a full-service creative agency set up in the 20s to create strategy, design and comms that the changing world cares about. A world of new ideas from a new generation: rethinking consumerism, questioning convention and reimagining culture. We explore these with our partners, guiding them towards today’s most exciting opportunities and helping solve their biggest challenges.

CREDITS

Client: The Woolmark Company

Film Directors: Jorik Dozy & Sil van der Woerd, Studio Birthplace

Director of Photography: Lennert Hillege

CGI Director, VFX Producer, Senior Supervisor: Tim Smit

Production Company: Park Village

Creative Company: 20(SOMETHING)

Creative Director: Will Thacker

Executive Producer: Adam Booth

Creative / Copywriter: Cathryn Carey

Strategy Partner: Fran Docx

Business Lead: Anisha Obeng