NEWS: Edinburgh agency lands New Zealand woollen-wear task

The Edinburgh shop, 1576, has been appointed to handle the UK launch of Swanndri, the New Zealand-based outdoor clothing company.

The Edinburgh shop, 1576, has been appointed to handle the UK launch of

Swanndri, the New Zealand-based outdoor clothing company.



A colour press campaign breaks across the UK next month, with a pan-

European roll-out planned to follow later in the year. The ads feature

an extraordinary metal sheep sculpture, which has been installed in a

craggy Highlands landscape.



The sheep, which weighs one ton, was made in London by Sophie Marsham, a

metal sculptress. It was transported to the Scottish Highlands where it

was shot by the photographer, Robert Pogson.



The campaign is designed as a graphic illustration of Swanndri’s point

of difference from other outdoor clothing - that it is made entirely

from New Zealand wool, providing natural protection against the

elements. Most of its competitors use man-made technology in the

production of their garments.



The catchline reads: ‘Woollen wear that won’t wear out’, and the copy

claims that the New Zealand army won’t go out in anything else. The ad

warns that when selecting a garment, you should ‘choose carefully,

because one could well last you a lifetime’.



Swanndri dominates its home market in New Zealand but is virtually

unheard of in Europe.



Adrian Jeffery, a creative partner at 1576, said: ‘Swanndri is a great

brand, with the potential to be another Timberland. Our job is to help

the client exploit that potential.’



Jeffery was the copywriter for the ad, which was art directed by his

fellow creative director, David Reid.



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