NEW WORK
Wear Wool, Not Waste, Park Village’s second Campaign for the Woolmark Company unveils a 'zombie clothing' apocalypse, built on the unsettling idea that every synthetic garment ever made still exists in some form.
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Wear Wool, Not Waste, produced by Park Village for The Woolmark Company. The second chapter of our ongoing creative partnership with this client, working alongside our friends and collaborators 20something, and with Studio Birthplace back in the directors' chair.
Built on the unsettling idea that every synthetic garment ever made still exists in some form, Wear Wool, Not Waste highlights wool's environmental benefits—natural, renewable, biodegradable, and the most recycled apparel fiber. As synthetic clothing is set to make up 73% of global fiber by 2030 and lingers in landfills for over 200 years, the campaign's powerful film draws attention to the lasting impact of fast fashion, urging us to choose wool for a sustainable future.
John Roberts, Managing Director of The Woolmark Company, says
“Wear Wool, Not Waste aims to educate consumers on the lifespan of their synthetic clothes whilst shining a light on wool's natural, renewable, biodegradable and recyclable attributes. Our ambition with this year’s campaign is to accelerate transparency in the fashion industry and improve fibre consciousness amongst consumers.”
Park Village Managing Partner, Adam Booth:
"Collectively we’re so grateful to have been given the opportunity to build on the successes of our previous campaign with Woolmark, and to have a client that’s so invested in positive change in the fashion industry is a real privilege. In this year's campaign, we’ve really stepped up the drama and urgency of the synthetic fashion issue. From a creative perspective our partners at Studio Birthplace and 20 Something have really pushed the envelope and given us an amazing campaign to produce across Film, Stills and DOOH. We’re excited to share the next iteration of our Woolmark story, and the elevation of the creative work across all our disciplines of concepting, directing, producing and VFX are a credit to the outstanding skills of the team involved".
Studio Birthplace Film Directors, Sil van der Woerd & Jorik Dozy:
"We thrive in a collaboration when a collective stands united to drive positive behaviour change for a more liveable planet. We're fortunate to be part of such a dedicated group for the second consecutive year, alongside the outstanding Woolmark, Park Village, and 20Something teams. The extraordinary VFX team skilfully animated the disheartening surge of synthetic garments, a stark reminder of our daily environmental impact on our planet. Together, we illuminate the urgent call for sustainable fashion practices".
20(SOMETHING) Creative Partner, Will Thacker
"It's been almost 90 years since the first synthetic fibre was created, and the chilling realisation that every single synthetic item ever produced still exists and haunts our planet is unsettling. 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 the Netflix adaptation of 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".