The Woolmark Company has launched a haunting new ad campaign to highlight the environmental impact of synthetic fibers. In the second installment of their “Wear Wool, Not Waste” series, the ad draws inspiration from zombie films to demonstrate the long-term harm caused by synthetic clothing materials.
Created by agency 20something and produced by Park Village, the spot is directed by Jorik Dozy and Sil van der Woerd from Studio Birthplace.
The 60-second video, which takes cues from horror films like 28 Days Later and The Last of Us, features polyester clothing eerily coming to life. These seemingly possessed garments wreak havoc across city streets, leaping from buses and piling together in a chilling, zombie-like manner—illustrating the concept that every synthetic garment ever made still exists in some form today.
As these rogue clothes pile up in a scene reminiscent of a World War Z horde, the campaign drives home its sobering message: “Every synthetic garment ever made still exists in some form. Haunting our planet.” This stark visual metaphor aims to emphasize the permanence of synthetic fibers, which are not biodegradable and often end up in landfills or as microplastics. Watch below:
The ad is a continuation of Woolmark’s commitment to promoting wool as a natural, biodegradable, and environmentally friendly alternative. This theme began with their 2022 campaign “Wear Wool, Not Fossil Fuel,” focusing on the environmental benefits of wool over synthetic materials derived from fossil fuels.
Will Thacker, co-founder of 20something and executive creative director of the campaign, states, “It’s been almost 90 years since the first synthetic fiber was created, and the chilling realization that every single synthetic item ever produced still exists and haunts our planet is unsettling.” Thacker’s intention was to draw parallels to the horror genre to illustrate the omnipresence of synthetic fibers in our environment.
With this chilling yet eye-opening campaign, Woolmark is aiming to bring attention to the urgency of choosing sustainable materials like wool over synthetics, showcasing wool’s environmental benefits as a natural and recyclable fiber.
CREDITS:
AGENCY: 20something
PRODUCTION COMPANY: Park Village
CREATIVE DIRECTION AND POST: Studio Birthplace
- Executive Creative Director: William Thacker
- Business Director: Anisha Obeng
- Creative: Cathryn Carey
- Account Manager: Amy Greasby
- Strategy Partner: Fran Docx
- Senior Strategist: Asa Nowers
- Directors (Creative): Sil van der Woerd & Jorik Dozy
- Executive Producer: Adam Booth
- Head of Production: Angelica Riccardi
- Film & Stills Producer: Alice Windeler
- Service Producer: Renier Ridgeway
- Director of Photography: Lennert Hillege
- VFX Director: Tim Smit
- Stylist: Luci Ellis
SOUND/MUSIC: Ambit Sound
COLORIST: Alex Gregory @ No.8
MEDIA AGENCY: Craft, PMG
Media Planning & Strategy: Sam Fowler, Alistair Hornsby, Charlotte Netherwood
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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on X at @colinthewriter1
