The Woolmark Company has launched a striking new ad as part of its “Wear Wool, Not Waste” campaign, highlighting the environmental dangers posed by synthetic fabrics. The second ad in the series emphasizes a disturbing reality: every single synthetic garment ever made still exists today in some form, from landfills to oceans and as microplastics.
In collaboration with ad agency 20something and production company Park Village, Woolmark delivers a strong visual metaphor. The ad draws on the horror genre to make a bold statement. Directed by Sil van der Woerd and Jorik Dozy from Studio Birthplace, it features polyester garments coming to life as zombie-like creatures. These creatures roam the streets, haunting humanity with their persistence.
A Haunting Truth: Synthetics Never Go Away
The premise of the ad is simple yet profoundly unsettling: synthetic garments are not biodegradable. Nearly 90 years after the first synthetic fibers were created, these materials still exist in various forms across the planet. As the ad powerfully illustrates, they continue to linger, contributing to environmental degradation.
The visual metaphor of zombie garments serves to drive home this message in an impactful way. Drawing inspiration from films like 28 Days Later, the ad depicts a city overrun by synthetic “zombies” – polyester clothing that comes to life and takes over the streets. This unsettling imagery is a clear parallel to the real-world problem of synthetic waste accumulating in landfills, oceans, and ecosystems, encouraging people to Wear Wool.
“We wanted to highlight the unsettling reality that every synthetic item ever produced is still with us today,” says Will Thacker, co-founder of 20something. The horror genre captures attention and communicates the lasting, destructive nature of synthetic materials.
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Wool as a Sustainable Alternative
In contrast to synthetics, Woolmark’s campaign promotes wool as a natural, biodegradable alternative. Wool is a renewable resource, decomposing naturally without leaving harmful microplastics behind. The ad advocates for wool as a solution to synthetic waste. It encourages consumers to make more environmentally responsible choices.
The campaign taps into the rising demand for sustainable fashion by highlighting wool’s eco-friendly qualities. Woolmark’s message is clear: choosing natural materials like wool over synthetics can make a meaningful difference in reducing the environmental burden of fashion waste.
Impact on Marketers: Blending Storytelling and Sustainability
For marketers, this campaign offers a powerful example of how to combine creative storytelling with social responsibility. The zombie metaphor helps Woolmark stand out in traditional fashion advertising and connect with audiences emotionally. The ad taps into the cultural relevance of horror themes, like the recent Netflix adaptation of The Last of Us. It resonates beyond typical eco-conscious messaging. It also encourages viewers to Wear Wool.
Woolmark’s approach is also a reminder of how brands can address environmental issues without resorting to cliché or overly didactic messaging. The success of this campaign highlights the growing importance of sustainability in advertising. Consumers, particularly younger generations, increasingly value brands that take strong stances on environmental issues. Marketers can learn from Woolmark’s ability to blend impactful visuals with a clear call to action for sustainability.
Woolmark’s “Wear Wool, Not Waste” campaign highlights the environmental dangers of synthetic fibers and promotes wool as a sustainable alternative. For marketers, it offers a blueprint for engaging audiences on global issues by combining compelling stories with social responsibility. The zombie-inspired ad challenges viewers to rethink their choices and emphasizes the need for long-term solutions to fashion industry waste.
Woolmark presents the environmental threat of synthetics in a creative, memorable way. This ensures its message lingers long after the ad ends—just like the synthetic garments.
