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Woolmark launches second stage of Merino campaign

Woolmark has launched the second stage of its campaign to promote the benefits of Merino wool.

The ‘Merino. No Finer Feeling’ campaign is the second phase of a three year campaign to promote the natural benefits of Australian Merino wool fibre. The campaign launched last year and will run for a further two years.

The imagery for the newest part of the campaign was designed to evoke the concept of touch and was photographed by David Slijper.

The ‘Merino. No Finer Feeling’ campaign includes seven images and a short film. The images will appear in magazines including GQ and Vogue.

Rob Langtry, Woolmark’s global marketing officer, said: “The challenge with this campaign was to capture the essence of the fibre and the achievements of technology and superior breeding which has positioned Australian Merino as one of the most desirable natural fibres for the luxury end of the market, David has captured this, and more, throughout these provoking images.”

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