The Woolmark Company
3,860m above sea level
Choosing Merino Wool is possibly one of the best things you can give back to the Earth.
On World Earth Day, we unveiled Nest Starter, an art installation created in collaboration between local weavers and The Woolmark Company to launch the brand’s “Merino Wool. Live with Nature.” platform in China.
Located high up on Laojun Mountain, this installation aims to highlight how 100% natural and biodegradable Merino Wool can contribute to sustainability by becoming the ideal nesting material for Yunnan’s over 194 species of birds (as well as the ideal clothing material for impact-conscious humans).
Set in a carefully chosen location that minimises negative impacts and maximises the utility to nesting birds, the piece invites birds to peck away at the renewable fibre and build warm nests for their hatchlings.
An earth-friendly installation sourced from Nature, the intent remains to make people think about choosing clothes that can be returned to Nature—that which is able to give back to the planet in the most significant, most beautiful way.
Read more at The Drum (Ad of the Day!), Campaign Brief Asia, and Little Black Book
