Ad Nut
Oct 13, 2022

Mother Shanghai’s film on the lifecycle of wool

In a new China campaign for clothing company Woolmark, a piece of fibre is seen living many lives.

Merino Wool—a type of material conceived from Merino sheep—is the signature offering of The Woolmark Company. The wool is said to be soft, natural, durable, and biodegradable. In a new campaign by Mother Shanghai, Woolmark releases a film that aims to depict the circular life of this fibre which lives over and over again through different uses.

Even if Ad Nut already sports a naturally cuddly and superior-quality coat of fur, Ad Nut thinks that human clothing can and should reach similar heights of excellence. In this vein, Ad Nut is of the opinion that all human clothing should be long-lasting and ethically sourced. And therefore, Ad Nut is a fan of brands that promote the reusability of their products instead of selling a culture of mass consumerism. In China—a market where middle-class status is often linked to the consumption of on-trend products—it’s refreshing to see Woolmark trying to cultivate a shift in this mindset.

While this film may be less memorable compared to this wild visit to the Merino sisters, Ad Nut thinks it’s a case where bold, important messaging can sometimes override the entertainment factor.

CREDITS

Client: The Woolmark Company
Agency: Mother Shanghai
Campaign: Much Loved
Creative: Mother Shanghai
Strategy: Mother Shanghai
Director: Zoufei
Assistant Director: Alex Lam
Director of Photography: Wang Tianxing
Gaffer: Liu Shibin
Art Director: Lok Yiu Chan, Eric Lui
Assistant Art Director: Josy Cheng
Property Master: Guan Guowu
Stylist: Zhao Ying
Casting: Tim
Production Company: Key Point Production
Executive Producer: Tan Ying
Assistant EP: Shuting
Production Manager: Chen Wei
Line Producer: He Qiang
Production Assistant: Yunrong, Tang Yang
Post Producer: Jiang
Editor: Huang Chao
Colourist: The Mill
Online: JCB Studio
Mixing: Zoufei
Typographer: HeFan

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

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