M.J. Bale’s Grazed on Greatness campaign, conceived and executed by Whybin Sydney, has won a huge haul of six awards at the 59th Cannes Lions, the international advertising industry’s equivalent of the Academy Awards.
The complete list of Cannes Lions awards presented to Whybin Sydney for the Grazed on Greatness campaign are:
- Gold PR Lion: Consumer Goods
- Gold PR Lion: Best use of sponsorship
- Silver PR Lion: Best integrated campaign led by PR
- Silver Direct Lion: Other Consumer Products
- Silver PR Lion – Best use of branded content.
- Bronze Direct Lion: Best integrated campaign led by Direct Mail
The campaign consisted of a short film being made, explaining how a patch of turf from the Sydney Cricket Ground was transferred to a New England farm and was grazed on by sheep, whose wool was then turned in to suits for the entire Australian cricket team.
M.J. Bale owner-designer, Matt Jensen, is currently in Lake Como, Italy, putting together the finishing touches on the upcoming spring-summer collection, but said he was “thrilled” with the Cannes Lions awards.
“Not only is this idea recreating the way in which we develop our products, but the fact that we’ve been recognised on an international level gives us even more enthusiasm to push on to create garments of provenance and character.”
M.J. Bale is a licensee of The Woolmark Company and an avid supporter for the Campaign for Wool. The company is also the official tailors for the Australian cricket team, which was at the heart of the winning Grazed on Greatness campaign.