Rainbow Wool
Role: Managing Director Creative
SCHÄFEREI STÜCKE
The first gay textile fibre, for queer rights worldwide.
BACKGROUND:
Did you know around 1 in 12 sheep are gay? And since gay rams can't be used for breeding that often means they are sent to the butcher. Openly gay farmer Michael Stücke found a way to help gay rams and gay humans at the same time.
IDEA:
Rainbow Wool - The first gay textile fibre, for queer rights worldwide. The raw wool is processed, turned into fashion and presented by German queer icon and Tokio Hotel front man Bill Kaulitz.
Watch the case film
Proud from head to toe.
Introducing the world's first fashion made from the wool of gay sheep. All profit goes to our partner the LSVD+ to help support queer diversity projects in Germany and abroad. From hats, to patches to shoe laces, get yours now and make a fashion statement for equality.
A fashion statement for equality.
With the help of fashion design superstars Danny Reinke and Kilian Kerner, we created a one of a kind fashion statement for Bill Kaulitz. The outfit was even put on the cover of the collector's issue of GRAZIA magazine.
Let's talk about sex baby.
When Rainbow Wool dropped on the 13th of September it became a media frenzy. Farmer Michael even had news trucks camping outside his property. Every single major German media network covered the story, from breakfast TV to Stefan Raab's late night comedy talk show to a 7 minute documentary on Galileo. We even had the Netflix crew come and visit. Stay tuned for that one. From Germany the story spread throughout Europe and into the United States creating the biggest PR reach from any Serviceplan campaign in history.
Watch farm video
Shearing is caring.
We partnered with various influencers who helped us make Rainbow Wool the talk of social town. We used thier voices to promote the fashion pieces and the world's first gay animal adoption program helping to create a huge audience on our e-commerce platform.
# 🌈 🐏
The world's first gay animal adoption program.
To help keep our rams happy and healthy for the rest of their lives we set up an adoption program. For as little as 15€ you can support the flock. The more money the program makes the more gay rams we can buy and transport to the farm. Every sponsor gets a customised digital certificate. support the flock today.
Results:
1.3 B
total campaign reach.
€20 M
in earned media.
€16.8
projected profit.
+8 M
views on social.
+300
gay rams on the waiting list.
Awards:
🤞 Just entered 🤞
Credits: Client: Michael Stücke, Concept: Schakir Islamow, Group CCO: Alex Schill, CCO: Till Diestel, Creative Managing Director: Andy Wyeth, Managing Director: Anna Lee Sønnichsen, CSO (Chief Sheep Officer): Nadia Leytes, CD: Sebastian Simon, Copy: Louisa Heuter, Ann-Kathrin Schirpke, Art: Danial Azar, Rosario Brancato, Marius Merkle, Account: Isabella Capodieci, Lilli Schmitz, CWO: Emilio Valverde, Photography: Steve Marais, Kyla Elaine, Plan.Net, HMMH, TACSY, Mediaplus, Innovation team, SP MAKE, SP PR & Content, Ideal Alpha, Maxcluster, Concrete Candy, Production Company: Peoplegrapher, Director(s): Lukas Tielke, Alexander Norek, Music: Supreme
Selected Works
