The Woolmark Company x Hudson’s Bay
SENIOR COPYWRITER
Overview
Challenge
Change the perception of merino wool in the Canadian market and reposition the misunderstood fibre as the epitome of sustainable luxury.
Solution / Results
This campaign is driven by captivating storytelling and powerful imagery, combined with inspirational influencer content to drive purchase intent and conversions for Hudson’s Bay, while supporting The Woolmark Company’s overarching educational mission.
The Work
CAMPAIGN SLOGAN
Soft on the inside, yet stronger than most: Merino wool is your friend for workouts, coffee dates, and everything in between. Take it on an adventure, then toss it in the wash. Merino is forever, but if you have to let it go, don’t fret – it will return to earth as nature intended.
Here today, sustainably gone tomorrow.
LANDING PAGE
LAUNCH EMAIL
OWNED SOCIAL
CREATIVE DIRECTOR: Jeremy Grice
ART DIRECTOR: Shannon Cumiskey