Sportscraft - Woolmark Campaign

Dashing worked with Sportscraft to create impressive window displays at David Jones flagship stores, showcasing their winter collection in collaboration with The Woolmark Company.

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The Sportscraft Woolmark installation presents its winter range of wool products, carrying the iconic Woolmark emblem as part of their broader commitment to improve their traceability and help customers understand where their raw materials are coming from. Dashing was called to design, produce and install a woolly activation in both Sydney and Melbourne top-tier David Jones stores. The intricately woven knits for the bales and hanging panels were designed and crafted by the delicate hands of the Dashing Creative Team, aiming to bring attention to the quality of its winterwear material while stimulating the feeling of warmth and cosiness.

The lightboxes also played an important part in the activation as it illuminates the window displays while highlighting campaign imagery and their sophisticated winter wear. Additionally, two digital screens were playing the content from Woolmark, supporting the Australian brand. The setup was also designed strategically for the different sized and shaped windows so that the activation coherently portrays the campaign and takes the viewer on a journey as they walk past each window.

*Mannequins not supplied by Dashing. 

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