Mother Shanghai’s debut ad for The Woolmark Company knits an Earth Day nest
The Drum’s Ad of the Day highlights work that stands head and shoulders above the rest. Today’s winner is The Woolmark Company’s ‘Merino Wool. Live With Nature’ by Mother Shanghai.
The global authority on merino wool, The Woolmark Company has unveiled an eco-friendly collaborative art installation high up on Laojun Mountain in Yunnan, China to celebrate the textile in its raw, unwashed and pure form.
‘Merino Wool. Live With Nature’ is the debut campaign for the brand from creative agency Mother Shanghai and is the result of a partnership with local weavers. The eye-catching structure sits in the heart of idyllic woods and doubles as a bird’s nest for some of the 194 species that live there.
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“In making this installation, and the film to support it, we wanted to deliver something beautiful, which would make people think about the materials they choose,” said Winson & Wanshi, partners at Mother.
“Few consumers realize that a piece of natural merino wool fibre could contribute to sustainability. In other words, by using merino wool, it is possibly one of the best things they can give back to Earth.”
In the short film, viewers see a camera glide through the luscious green terrain to view the biodegradable structures as wildlife chirps in the background, with the message onscreen reading: ‘Our gift to local birds this Earth Day.’
Mother Shanghai was appointed by the brand earlier this year after a competitive pitch. Its debut work will be amplified via owned and paid channels across China.