Rainbow Wool
Social Media Campaign for queer rights
Rainbow Wool turned low value wool into a premium product with purpose, creating the world’s first gay textile thread for queer rights. By transforming rescued gay rams’ wool into high quality fashion materials, the campaign supported gay farmer Michael Stücke, his community, and gave a future to animals that are often slaughtered for not breading. Through a celebrity partnership, community activations, social shopping and strategic storytelling, Rainbow Wool blended inclusion, advocacy, and fashion into a bold new platform for impact.
iF Gold Statement
What we love about Rainbow Wool is that the material and message are inseparable. The product becomes a living statement, embedding social values of respect and tolerance directly into the brand’s core offering. An authentic, systemic, and resonant design concept, and a worthy Gold winner.
Client / ManufacturerDesign
Schäferei Stücke
Löhne in Westfalen, DESERVICEPLAN GERMANY / PLAN.NET GERMANY
München, DEA.Wyeth, N.Leytes, S.Simon, S.Islamow, D.Fritz, J.Granados, C.Nizet, K.Schlosser, R.Borole, T.Phalak, S.Subramanian, F.Röppischer, L.LanggartnerHey Studio
Barcelona, ESVerònica Fuerte, Clàudia Laporte, Marina Nafría, Laia FerranDate of Launch
2024
Target Regions
Europe
Target Groups
Consumers / Users