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."
Further cases from Serviceplan & Mediaplus
About Serviceplan
Serviceplan is Europe’s largest independent creative agency and the founding brand of the Serviceplan Group. Founded in Munich in 1970, Serviceplan is now firmly established internationally through the House of Communication model and works in an integrated manner across media, data, technology, and experience disciplines.
The agency stands for ÜberCreativity - an interdisciplinary approach that combines strategy, creation, and technology to position brands as culturally relevant players. Serviceplan delivers integrated communication solutions across all channels, from brand and campaign development to experience and content systems.
Serviceplan’s creative prowess is internationally recognized: The agency consistently ranks among the most successful independent agencies at the Cannes Lions, ADC, D&AD, and other international creative rankings, and has been named Independent Agency of the Year on multiple occasions.
About Mediaplus
Mediaplus is one of the largest independent media agencies in Europe and part of the House of Communication - an integrated communications network headquartered in Munich. Founded in 1983, the agency group brings together approximately 2,300 specialists across more than 20 international locations. Its service portfolio includes Media Strategy & Innovation, Data & AI, Performance Marketing, and Commerce & Retail Media. With its AI framework, House of AI, Mediaplus combines proprietary data models with market expertise to drive measurable brand growth. In 2026, Mediaplus was named Media Agency of the Year for the fifth time at the German Media Awards.
Let's get in touch!
Andy Wyeth
Serviceplan
Let's get in touch!