Eco-Age worked with all parties to support the development of a Shaun the Sheep inspired sweater by Double Rainbouu made of 100% fully traceable Australian Merino wool. Each sweater was embedded with two chips: one chip offering supply chain transparency and the other taking consumers to a dedicated Wool Care hub on woolmark.com. The Merino wool used to create these sweaters was sourced from 36 individual properties across Australia, including the iconic ‘Burrabogie’ farm in the Riverina, a historic wool growing region in southern New South Wales.

Media outreach included sharing pre-teaser clips of film highlighting the benefits of Australian Merino wool and the fashion collaboration with Double Rainbouu. 

For the premiere of the film, talent including Danny Jones from McFly, Jodie Kidd and Portia Freeman and Pete Denton, arrived in wrapped taxis wearing gifted Double Rainbouu jumpers on the purple carpet. Talent captured key moments from the premiere and shared across their social media channels.

As a result of press outreach, an in depth piece on the Mail Online (23M reach) was secured which included a brand mention for Woolmark, photos of talent including Jodie Kidd and a direct link to pre order the exclusive Double Rainbouu jumper.

31 pieces of coverage were achieved in total post-event, with an estimated reach in the UK of over 136 million. Throughout the campaign, a total of 10 influencers shared 22 social media posts with a potential combined reach of over 2.6 million.