This is also a very fun and compelling concept for packaging/branding wool. I think it was done by Ogilvy and I am sure that they would tell you how sweet it is. It is impressive in its creativity, but even more impressive that they were able to talk a client into doing it. I am sure that there was nothing in the demographic data that made them think this was the right direction pre-concept but it almost makes me what to buy some wool.
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