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Industry certification company Woolmark just launched a new short film inspired by the hit HBO series "The Last of Us" to promote the benefits of wool and its status as the world's most recycled clothing fiber.
Made together with agency 20(Something) and film production house Studio Birthplace, the one-minute spot sees synthetic garments coming to life, leaving a striking message that they all still exist in the world in some form.
The cinematic short, titled "Wear Wool, Not Waste," comes amid legislative changes being made across Europe to address the rise in waste in the fashion industry, which is in part due to the creation of cheap, synthetic clothing.
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John Roberts, managing director at Woolmark and CEO of Australian Wool Innovation (AWI), says the film serves as an "urgent call" to the industry to reconsider their garment-making practices and make wiser, more sustainable choices.
"Merino wool is inherently natural and renewable and has the potential to be a transformational solution to fashion’s impact problem. It offers a versatile, biodegradable, recyclable, and long-lasting solution — one that aligns with nature rather than working against it," Roberts explained.
The out-of-home (OOH) campaign garnered over 40 million views across various platforms since its launch on September 23.
The film is being rolled out in key wool-growing areas across Channel 7 and 9 in Australia and was played to millions of footy fans before, during, and after the AFL and NRL grand finals on 7Regional, 7Metro, 7Plus, 9Regional, and 9Now.
The campaign will also run across cinema, streaming services, and social media this month in the U.S., U.K., and France,
In addition, the spot was displayed on billboards and digital screens in high-foot-traffic locations across New York, London, and Paris, highlighted by Woolmark's return to Times Square.
On YouTube, it accumulated more than 343,000 views in just four weeks, drawing positive attention from consumers and agencies alike.
Dave Malagón of marketing platform Link Stellar said the campaign is a reminder that advertising is not just about selling products but also about influencing decisions:
"Woolmark effectively ties consumer awareness into purchase choices, leveraging the growing desire for eco-conscious living. Great advertising shifts mindsets, and this campaign does exactly that."
Understanding consumer behavior and purchasing patterns is crucial to creating digital marketing strategies.
"Wear Wool, Not Waste" draws on the success of the first phase of AWI's "Wear Wool, Not Fossil Fuel" campaign.
According to Roberts, consumer surveys revealed a 10-15% increase in consideration for wool across the U.S. and U.K. markets.
“After phase 1, we did consumer surveys to test the campaign’s impact. 79% of those surveyed said the advertisement ‘made me think twice about the environmental impact of my clothes.' This shows our strategy is working," he added.
This latest campaign comes as a follow-up to the company's "Filter by Fabric" initiative launched last year, which brings to light the industry's practice of using misleading terms on product names.
"Wear Wool, Not Waste" combines striking and familiar dystopian visuals with a strong message — an effective way to capture the attention of audiences worldwide and highlight its brand values of sustainability and circular fashion.
Running Clothes, Literally
The short film kickstarts with a commuter noticing a pair of track pants come to life straight from the sidewalk dumpster.
The pants, along with other types of clothing made out of synthetic materials, then begin to run, forming a zombie-like mob on the city streets.
Passers-by take notice, surprised over what they're witnessing. The spot then plays out like an apocalyptic film, with cars stopping in the middle of the street and citizens fleeing the scene.
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In a climactic finish, the garments run towards a dead-end cliff, where they all jump and float over the city's rich greeneries.
"Every synthetic garment ever made still exists in some form, haunting our planet. Wool is natural, renewable, biodegradable, and the most recycled apparel fiber. Wear wool, not waste," the screen writes as the spot ends.
"Whether in landfills or manifesting as microplastics, they are omnipresent. To drive this home, we wanted to draw parallels to the horror genre, specifically a zombie-ravaged world. We wanted to tap into the phenomenon of [HBO's] 'The Last of Us.'
The parallels between how synthetics are being dispersed across our globe are akin to the harrowing spread of the deadly zombie-inducing fungus," Executive Creative Director Will Thacker shared in a statement.
Recently, "The Last of Us" actress Bella Ramsey, starred in a series of iPhone 16 spots from Apple.
Editing by Katherine 'Makkie' Maclang
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