It is called Never-ending Wool the campaign with which Benetton wants to celebrate half a century of collaboration with The Woolmark Company.
It is a tribute to the quality of wool garments and to the first appearance of the Woolmark logo on the Italian brand’s clothing in 1973.
“We were among the first brands in the world to affix it,” says Massimo Renon, CEO of Benetton Group, “and now we are proud to celebrate a partnership that is synonymous with respect for the environment and total quality for our customers.
“Renewing partnerships with iconic brands like Benetton is an important part of Merino wool’s heritage,” adds John Roberts, CEO of The Woolmark Company, “and it remains a key priority for us to connect high quality Australian Merino wool with brands that have been loved for generations.
In the campaign video, the collaboration with The Woolmark Company is depicted through an allegory. The camera shows a group of women portrayed next to each other and reveals that – although different in outfits, poses and hairstyles – they are actually the same person. It is a reference to the durability of Benetton’s wool garments.
