Matthew Miller
Mar 3, 2014

MJ Bale to clothe Aussie footballers in well-wishers' tweets

SYDNEY - Putting a social-media spin on its well-known 'Grazed on greatness' concept, Australian tailor MJ Bale is now feeding a flock of sheep on grass grown to spell out tweets from people cheering on the Australian National Association Football club, the Socceroos.

MJ Bale to clothe Aussie footballers in well-wishers' tweets

In 'Grazed on greatness', in 2012, the company created handcrafted suits for the Australian cricket team from the wool of an elite group of Merino sheep who grazed on grass taken from the Sydney Cricket Ground.

This time around the effort is called ‘Paddock of Pride’. Working again with Whybin/TBWA Sydney and Eleven PR, the company set up a paddock and grew grass in patches forming the letters of tweets from well wishers with large social-media followings. The wool from the 100 Merino sheep grazing on the tweets will go into suits for the team when it represents Australia in the FIFA World Cup in Brazil (streetwear, not game kit). The Socceroos will "quite literally be dressed in passionate support from celebrities like Hugh Jackman, Shane Warne and Jessica Gomes", according to the company.

CLICK TO ENLARGEEach of the 11 selected tweets measured approximately 30 meters wide, and the collection took up up two acres (click the image on the left to read some of the tweets). A former Socceroos player, Mark Bosnich, released the sheep into the paddock to the strains of the national anthem being performed by a local singer, Ernie Constance.

The project took 212 million grass seeds, 40,000 litres of hydro-seeding and 1,300 metres of irrigation.

“Australian pride and passion for the Socceroos was at an ultimate high when the team qualified, so working with the official suit maker MJ Bale, we wanted to bring this to life in a fun way to show them this support," said Dave Bowman, ECD at Whybin\TBWA Group Sydney. "We hope the team wear their suits with pride.”

 

Related Articles

Just Published

11 hours ago

Are China’s 'Little Fresh Meat' idols losing their ...

Major platforms like iQiyi and Tencent are recruiting diverse faces for their competition shows. Does this mean China’s idol aesthetic is changing?

11 hours ago

Reddit launches in-house agency to help brands tap ...

KarmaLab will offer workshops and insights for brands from Reddit users.

11 hours ago

Adlanders work long hours because clients don't pay ...

The D&AD chairman places the blame for adland's long-hours culture at the door of marketers.

11 hours ago

Chaka Sobhani promoted to global chief creative ...

Sobhani will still head up creative at Leo Burnett London.