Rainbow Wool – Gay Sheep as Purpose-Driven Business Boosters
Summary: Rainbow Wool transformed a small German farm into Europe’s beacon for inclusion, turning devalued wool into a premium, purpose-driven fashion material. With €25K in media spend, it earned 1.3B impressions and €20M in earned media, spreading to 33 countries, even in repressive regions such as Uganda (where homosexuality can be punished by life imprisonment or death), Russia (where LGBTQ+ “promotion” is banned), and Saudi Arabia (where same-sex activity is criminalized with severe penalties). Supported by 21 voluntary ambassadors and high-profile media moments, we redefined wool, visibility, and activism across Europe.
Lead Agency(s): SERVICEPLAN GERMANY, MEDIAPLUS GERMANY
Contributing Agency(s): PLAN.NET GERMANY, Serviceplan Make, Tacsy, hmmh multimediahaus AG
Client / Brand: Nissan AMIEO / Nissan Juke
