Wool is a great deal more versatile than most people think. That's what Woolmark told us, the global organization that promotes Merino wool to consumers and the trade. They asked us to create an idea that would start to change that perception. And they wanted to send their message through the press.
Our team got to work concepting. We started in New York, the fashion center of the world. We looked at more stuff. And as we thought about it harder, we got an idea.
Sure New York's seen a lot of catwalks in the fashion industry. But we held the fashion industry's first Sheepwalk. And we did it right on the streets to reach the fashion trade, the press and consumers. We hired models, sheep, stylists and animal handlers. We secured film and commercial permits from the city. We mapped out a path down Madison and 5th Avenues. The talent handed out free stuff with the message that "Wool is Cool for Spring." And partners such as Brooks Brothers and J.Crew provided lightweight wool garments to show off the fabric. Our guerilla approach caught a lot of attention, from all three of our audiences.
We achieved great press results for a half-day, tour-de-force, including NBC's The Today Show; New York Times; NY Observer; NY Fox Evening News; Associated Press across the U.S.; WB and FOX affiliates across the U.S.; and extensive Australian coverage.
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