PMG Digital Made for Humans

Wear Wool, Not Fossil Fuel

Disrupting Fashion Week to drive awareness and action around sustainability


  • Strategic Planning & Insights
  • Data & Analytics
  • Full-Funnel Media Strategy, Planning and Buying
  • Alli

The Woolmark Company, the global authority on wool, recently partnered with PMG for a new campaign targeting Fashion Week in New York, London and Paris for the first time, to tout wool as a sustainable alternative to widely used synthetic fabrics.

The global campaign targeted environmentally conscious consumers globally during New York, London and Paris Fashion Weeks, to build awareness of the environmental impact of synthetic clothing. To illustrate the scale of the problem, we needed to reinforce the impact of the ad's messaging — That every 25 minutes an Olympic pool-sized amount of fossil fuel is used to create synthetic clothing, while merino wool remains a 100% natural, biodegradable and renewable alternative.

people unaware synthetic fabrics are derived from fossil fuels
Countries covered by campaign
Lift in product favorability

With the tagline “Wear Wool, Not Fossil Fuel,” the PMG-led full-funnel media execution centered on large format 3D anamorphic billboards running across NYC’s Times Square, London’s Piccadilly Circus, and Paris’ Citadium, targeting eco-conscious consumers in some of the world’s most prominent high-end fashion destinations by showing a life-size demonstration of a pool filling up with oil. In addition to digital billboards, bus shelters, and wild posting ads running in each city, we connected with people across YouTube, Instagram and TikTok, as well as through premium high impact placements.

The campaign has resonated so strongly that Woolmark expanded it throughout EMEA and Australia in early October. PMG leveraged YouTube's Brand Lift Study Measurement Tool to quantify the impact of exposure to Woolmark's eco-conscious, fashion-forward video messaging, and initial results showed a 1.4% lift in product favorability of Wool over other materials among viewers in London following London Fashion Week, and we continue to see a growing impact across the entire campaign.

The impact these clothes have during the use and end of life stages of their lifetime cannot be underestimated
John Roberts, Managing Director, The Woolmark Company