WOOLMARK:
The Merino Sisters
W+K SHANGHAI
SEPTEMBER 2020
Fall 2020, The Woolmark Company teamed up with Wieden+Kennedy Shanghai to launch its first-ever brand campaign in China, aiming to turn its prestigious Merino Wool into the most coveted winter fiber for 2020.
The campaign is a debut for “The Merino Sisters”, the first branded IP in Woolmark history. In three humorously curt interviews, consumers can learn about the superiority of Merino sheep genes and the unparalleled benefits of “Merino the Treasure Wool”.
For beef, there’s Kobe beef. For roses, there are Damask roses. For sparkling wine, there’s Champagne. We want to make Merino wool the most prestigious and respected family of wool for people in China. That’s our ambition.
The campaign is a debut for “The Merino Sisters”, the first branded IP in Woolmark history. In three humorously curt interviews, consumers can learn about the superiority of Merino sheep genes and the unparalleled benefits of “Merino the Treasure Wool”.
For beef, there’s Kobe beef. For roses, there are Damask roses. For sparkling wine, there’s Champagne. We want to make Merino wool the most prestigious and respected family of wool for people in China. That’s our ambition.
The Merino sisters also appeared in Tmall’s live-streaming sales rooms for unexpected appearances and endorsements, which surprised celebrities.
Within one week, the campaign garnered over 60 million impressions on Chinese social media, propelling the Merino wool to unprecedented heights of popularity.
Role: Art Direction | Creative
Film Directed by DingYuChen