Andy Wyeth
Serviceplan
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
"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."
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About Serviceplan Group
Serviceplan Group SE & Co. KG is Europe’s largest owner-managed agency group (Source: W&V / GWA 2025). Founded in Munich in 1970, it now employs over 6,500 people at more than 40 locations in 24 countries. In the 2024/2025 fiscal year, the group generated fee revenue of €866 million, representing a 6% increase over the previous year and significantly exceeding the market average.
At the core of the business model is the internationally established House of Communication model, which fully integrates strategy, creation, media, data and technology under one roof and has been rolled out worldwide. 62% of clients receive integrated, cross-group support, enabling consistent execution across the entire marketing value chain.
The Serviceplan Group’s performance has been validated externally on numerous occasions: 19 Cannes Lions (2025) as well as awards for Independent Network of the Year and Independent Agency of the Year. Further recognition includes top placements at D&AD, ADC, Clio, Webby, and Eurobest, as well as leading positions in national and international agency and media rankings. Ad Age ranks the Serviceplan Group among the 15 largest agency groups worldwide. Furthermore, a client satisfaction rate of 87%, achieved for the third consecutive year in 2025 and based on the annual, independent survey of 2,761 clients, confirms the group’s high performance.
About Serviceplan Group
Serviceplan Group SE & Co. KG is Europe’s largest owner-managed agency group (Source: W&V / GWA 2025). Founded in Munich in 1970, it now employs over 6,500 people at more than 40 locations in 24 countries. In the 2024/2025 fiscal year, the group generated fee revenue of €866 million, representing a 6% increase over the previous year and significantly exceeding the market average.
At the core of the business model is the internationally established House of Communication model, which fully integrates strategy, creation, media, data and technology under one roof and has been rolled out worldwide. 62% of clients receive integrated, cross-group support, enabling consistent execution across the entire marketing value chain.
The Serviceplan Group’s performance has been validated externally on numerous occasions: 19 Cannes Lions (2025) as well as awards for Independent Network of the Year and Independent Agency of the Year. Further recognition includes top placements at D&AD, ADC, Clio, Webby, and Eurobest, as well as leading positions in national and international agency and media rankings. Ad Age ranks the Serviceplan Group among the 15 largest agency groups worldwide. Furthermore, a client satisfaction rate of 87%, achieved for the third consecutive year in 2025 and based on the annual, independent survey of 2,761 clients, confirms the group’s high performance.
Let's get in touch!
Andy Wyeth
Serviceplan
Let's get in touch!