Merino Wool Campaign Films Launch in Japan via Mother Shanghai

“We want Merino Wool to come to the front of Japanese wardrobes, not the last clothing people reserve for only frigid temperatures.”


The Woolmark Company


Mother Shanghai

amana inc


Expanding Mother Shanghai’s remit with The Woolmark Company, the agency’s first work for Japan has launched and aims at shifting perceptions of Merino Wool with series of films highlighting the fiber’s “unique properties.”

With this campaign, The Woolmark Company aims to change Japanese consumers’ perceptions of Merino Wool — moving away from the traditional view of high maintenance or reserved for those ‘special’ and ‘cold’ days when extra warmth is needed, the brand said.

Each film is a hyper-realistic scenario, shot in a stylistic way to hero one of four unique qualities — Thermal Control, Long-Lasting, Easy Washing, and 100% Biodegradable.


From practicing kendo moves surrounded by thermal heaters without breaking a sweat or accompanying a puppy growing up into a full-grown Labradoodle to sticking all things Merino Wool into a washer and burying a sweater for tomato plant fertilization. This series showcases the unique qualities of Merino Wool and elevate Merino Wool as a 100% natural, sustainable fibre.

Winson & Wanshi, Partners of Mother Shanghai, added: “We want Merino Wool to come to the front of Japanese wardrobes, not the last clothing people reserve for only frigid temperatures. Merino Wool is not only a fibre when you need an extra bit of warmth, but a fibre that has multiple unique qualities, which this campaign brings to the front of mind charmingly and engagingly.”



Client: The Woolmark Company
Agency: Mother Shanghai
Campaign: Merino Wool
Creative: Mother Shanghai
Strategy: Mother Shanghai
Director: YUANN / kidzfrmnowhere.
Assistant Director: Keisuke Nakashima / kidzfrmnowhere.
Director of Photography: Norichika Inoue (Nowri)
Gaffer: Yosuke Shimada
Art Director: Ryo Nobuka
Landscape Design: Kota Mochizuki / Shichigatsukadan
Stylist: Leonard Arceo
Makeup Artist: Makiko Endo
Hair Stylist: Takeshi Katoh

Taishi / WEST Management
Eun Sang / WEST Management
Miiya Kudo / WEST Management
Chiaki Hatakeyama / PUMP management
Kika / PUMP management
Production Company: amana inc, kidzfrmnowhere.
Producer: Yi Hui Wu, Keisuke Nakashima
Production Manager: Hazuki Ariga
Associate Producer: Sawana Miyoshi
Production Assistant: Aoi Hanada, Shoko Iwaya
Editor: YUANN / kidzfrmnowhere.
Colourist: fmlik

The Staff

The Staff

Gettin' it done.

Read More

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours