Introduction

In order to align with Woolmark’s recent push to educate children and grown-ups about the comfortable, ethical, and sustainable benefits of buying woollen garments, Eleven brokered and cemented a partnership between the Australian brand and the world’s most famous sheep. 

Microsite

Using bespoke assets and content created by Aardman, an educational and entertaining website was made that that children to learn about the numerous wonderful benefits of wool.  

The interactive and educational microsite for kids is available in English, Mandarin, Japanese and German. Through games and interactive activities www.SuperNaturalWool.com enables children to discover where wool comes from and its ‘super-natural’ benefits such as being 100% biodegradable, comfy, and cosy. 

Digital Games + Activity Sheets

From concept to asset creation, animation to sound design, the games were a huge part of the campaign. The three games, housed on the site, allowed children and adults alike to solve a woolly jigsaw puzzle, shear a sheep and design a spacesuit. Kids can also download fun activity sheets from the website, each full of facts with an environmental angle communicating the wider messaging around the sustainability of wool.

Global Campaign

Boodles shared stills from the film on their social media of Keeley Hawes and Lesley Manville wearing their jewellery on screen. They then included the names and close-ups of the pieces worn. The posts included tags for the official Misbehaviour  page,  the  actors’  own  social  media,  and the Boodles Jewellery page.

Branded Taxis

The Woolmark Company and A Shaun the Sheep Movie: Farmageddon branded taxis could be spotted working around London and driving an array of super excited celebs to and from the out-of-this-world film premiere.

Double Rainbouu

Through the partnership between Woolmark and Shaun the Sheep 2, we were able to connect with Double Rainbouu, an Australian ethical streetwear brand. Double Rainbouu designed two jumpers inspired by the world’s most famous sheep as part of a limited edition run with Woolmark. 

Influencers

Eleven arranged it so that Danny Jones, Jodie Kidd, Portia Freeman, Pete Denton and their families attended the UK premiere of the film dressed in Double Rainbouu’s rather stylish Shaun-inspired woolly jumpers. These jumpers were also gifted to influencers in the targeted territories in order to promote the ethical and sustainable wool.

These activities generated a lot of social media posting around the film’s premiere which reached a total of 1.5 million people.