Tuesday, August 30, 2011

Woolmark's 'Fashion by Feelings'

Woolmark's 'Find Fashion by Feelings' lookbook invites users to post their favourite wool looks into one of twelve 'Feelings' categories. Users are then encouraged to vote for the outfits they love the most, with the most 'loved' look winning a AUD $12,000 holiday & wool experience. Additionally the public can vote for their favourite look, with all voters entered into a weekly draw to win an 'Emu Australia' wool prize pack worth AUD $400. When viewing the site, users are greeted with a myriad of different looks: From 'Happy' - an explosion of vibrant colour; to 'Dark' - a moodier, deeper, sultry side to all things wool, to all emotions in between. It's a fun campaign that aims to educate people about wool as a natural and renewable fibre. Woolmark also launched the 'We Love Wool' Facebook page in early June to provide consumers, retailers and designers alike a touch-point to connect and discuss all things wool. Woolmark is synonymous with great design; their 47 year old logo was, this year, awarded 'Top logo of all time' by Creative Review Magazine, and with this campaign they're hoping to draw another success in their history.