Rainbow Wool / Germany / 2024Design & Packaging · PR Stunts
Rainbow Wool.
A German farm rescued gay rams from slaughter and turned their wool into a fashion line, with proceeds going to a queer rights group.
- Brand
- Rainbow Wool
- Agency
- Serviceplan
- Market
- Germany
- Region
- Global
- Year
- 2024
The challenge
Low wool prices meant rams that do not breed were often slaughtered.
The idea
Rams that showed no interest in ewes were moved to a shepherd's farm and their wool spun into premium yarn for fashion. Promoted with a celebrity launch, social, press and outdoor, all proceeds supported the LGBTQ+ association LSVD+.
Results
- 1.3 billion impressions across 33 countries
- €20 million in earned media
- 1.1 million additional social engagements
Case study source: Activation Ideas Source ↗
