The Woolmark Company tells the Tale of Merino Wool via Mother Shanghai


The Woolmark Company


Mother Shanghai

Mother Shanghai has launched a campaign film in China to tell the tale of Merino Wool.

With this campaign, Woolmark aims to elevate Merino Wool’s position as a 100% natural and eco-friendly fiber, and marks a continuation of a sustainability strategy for the brand.

“Our ambition is to put The Woolmark Company at the centre of China’s sustainability movement, leading the conversation on how fashion can be a crucial driver of a more sustainable lifestyle,” said Winson & Wanshi, Partners of Mother Shanghai.


“Starting with raising the profile of Merino Wool as a circular fibre, made for living.”

The campaign follows the provocative “Wear Wool, Not Fossil Fuel” ad.


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

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