Woolmark: Merino the Treasure Wool

We launched Woolmark’s first brand campaign in China with three luxurious sheep sisters loosely based on the Kardashians.

In three humorously curt interviews, consumers can learn about the superiority of Merino sheep genes and the unparalleled benefits of “Merino the Treasure Wool”. The Merino sisters also appeared in Tmall’s (China’s Amazon) live-streaming sales rooms for unexpected appearances and endorsements, which surprised celebrities.

“The livestream world has seen nothing but human celebrities in recent years. We wanted to try something different. The Merino Sisters are the first celebrity sheep to embrace the medium.” said Aier Xu, copywriter from W+K Shanghai.