To surprise the world with Merino Wool’s amazing benefits and features, we invented a very special character - Yves, the dog who smells fashion.
With the launch of the previous campaigns, we’ve successfully established Merino wool as the premium winter fiber. And this time around, we have a new task - establish Merino as the versatile fiber wearable for various occasions from indoor to outdoor. And to do that, we invented a special character - Yves.
In a luxurious, aesthetic yet fun visual Merino world, Yves the fashionista, accompanied by the field reporter Coco, ventures into the great outdoors to find Autumn/Winter inspiration for her high-fashion magazine. Through a dynamic, beautiful and curious storytelling, the film surprised the world with Merino wool’s versatility and achieved great response across Chinese social media, marking yet another marketing success for the Woolmark Company in China.