Lead agency: Unity
Client: Marks & Spencer
Who came up with the idea?: Unity
Who signed it off client-side?: Tania Littlehales and Clare Wilkes, Marks & Spencer
Who delivered it?: Unity’s Shwopping press team
The models and the sheep
To promote Marks & Spencers’ support for Wool Week in October 2012, Unity set out to create a national picture story that would highlight future uses for recycled wool.
This was designed to generate interest around “Shwopping,” M&S’ environmental initiative that gives old clothes a future.
Creating an irresistible image, M&S models wearing customised slogan jumpers made from recycled wool were joined by some friendly sheep for a quick strut down Oxford Street. Each of the jumpers carried the phrase: JOIN THE FLOCK, SHWOP!
National print coverage included Daily Telegraph, Metro, The Daily Star, and The Evening Standard. Online coverage ranged from The Huffington Post to The Drum to Vogue.com.If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). The deadline was 8 February 2013, but there's still a bit of time if you want to get something in pronto.