"Michael told us that homosexuality is also common in animals. That was the creative spark from which Rainbow Wool was born. We are literally creating a fashion statement - it's about bringing together a community of talented people and making the world - and Michael's world - a little bit better through creativity."
1,3 b
impressions in 33 countries
20 m
of Euros in earned media
1,1 m
more social engagements
Overview
Rainbow Wool combines fashion with social activism: fair-trade fashion with a clear message is created from the wool of gay sheep that have been rescued from slaughterhouses. In collaboration with shepherd Michael Stücke, the animals are given a safe home, and their wool becomes a symbol of acceptance and diversity. The collection has been promoted across Germany through social media, fashion magazines, and campaigns, with the support of Bill Kaulitz. All proceeds go to LSVD+ – Association for Queer Diversity, which supports LGBTQIA+ projects worldwide.
Challenge
Fashion with purpose
Did you know around one in twelve sheep is gay? Unfortunately, since they don’t reproduce, these rams are often slaughtered - but not on our farm! Meet Michael Stücke, a gay German farmer and proud member of the German GayFarmer association. With wool prices at an all-time low, we found a way to create a new revenue stream for Stücke’s sheep farm and help gay sheep and gay people at the same time.
Solution
Wool from happy sheep supporting queer rights
Introducing Rainbow Wool - the world’s first gay textile thread for queer rights worldwide. We rescued and relocated gay rams to Stücke’s sheep farm, a safe haven where they can live, love, and grow their wool. This wool is transformed into high-quality thread, turned into fashion, and promoted via social media, fashion magazines, OOH, and activities across Germany. We launched it with the help of German queer icon and Tokio Hotel frontman Bill Kaulitz.
Provided services
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Wool for diversity
Andy Wyeth
Serviceplan
Further cases from Serviceplan & Mediaplus
About Serviceplan
Serviceplan is the creative brand of the Serviceplan Group, Europe’s largest independent agency group. The Serviceplan agencies combine a broad spectrum of capabilities in the field of Creative and Content: from Creative Campaigns, Design, UX & Visual Design, Brand Strategy, Social Content & Creators, Public Relations and Event Marketing to Content Creation, Content Production and Content Management. Within the House of Communication model, they work in an integrated way with the Media & Data division of Mediaplus as well as the Digital Experience & Technology division of Plan.Net. In this way, holistic solutions are created that make brands culturally relevant and create sustainable growth. Serviceplan’s creative capabilities are internationally recognized: the Serviceplan agencies regularly rank among the most successful independent agencies at the Cannes Lions, ADC, D&AD and other international creative awards. In national and international creative rankings, Serviceplan regularly achieves top positions and has been named Independent Agency of the Year multiple times.
About Mediaplus
Mediaplus, headquartered in Munich, is one of Europe’s largest independent media agencies and part of the Serviceplan Group. It employs around 2,200 people in more than 20 wholly owned offices worldwide and has a presence in over 40 locations, including partner offices. As an owner- and partner-led company, Mediaplus combines strategic media, data and AI expertise with personal responsibility, a drive to innovate and entrepreneurial thinking. True to its claim “People. Pioneering. Progress.”, the agency drives sustainable brand and business growth. Its group-wide AI framework, “House of AI”, pairs proprietary data models with in-depth market expertise. Mediaplus is a regular in the WARC Media 100 and the RECMA Quality Ranking, and a five-time Media Agency of the Year at the German Media Awards.
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Andy Wyeth
Serviceplan
Let's get in touch!