How do you get people to care more about the wool they wear? Imbue every product with the personality of the sheep that gave its wool to make it.
Designed both as an earned media ploy and a first glimpse into the campaign, actual oil portraits are hung at or near popular tourist destinations.
The mobile-curious are rewarded for their efforts with a deeper dive into the sheep's story.
OOH on Seville Row:
The products themselves reinforce the message. We'll get retailers to help in exchange for being featured on the website.
In addition to telling you more about where the wool comes from, the mobile experience also provides price comparisons for similar items nearby and online.
The website encourages exploration with 60 different portraits - one for each breed - of British Wool.
Choosing a portrait brings up that sheep’s personal profile.
The “Collection” showcases products made by each sheep’s wool, linking to retailers that carry them.
When a sheep's favorite song is selected, iTunes opens to the British Wool album “Shorn,” a collection of ambient pastoral sounds from the British Countryside.