A sheep farm in Germany is producing textiles from the wool of gay rams, in a campaign developed by Serviceplan to promote acceptance and equality for the LGBTQIA+ community. The debut collection, launched under the brand Rainbow Wool, features Tokio Hotel singer Bill Kaulitz as the campaign’s ambassador.
The campaign notes that homosexuality remains a crime in 62 countries worldwide and Rainbow Wool funds initiatives that raise awareness for the queer community and supports the fight for legal and social equality.
The wool for Rainbow Wool comes from the farm of shepherd Michael Stücke in Löhne, North Rhine-Westphalia. Stücke, a member of the Gayfarmer Association, produces yarn for various creative applications.
This yarn is spun from the wool of over 20 gay sheep. According to the campaign, while gay rams typically have no “value” in industrial farming and are often slaughtered, they live full lives at Rainbow Wool Farm, providing high-quality wool for statement fashion pieces.
Kaulitz, a popular fashion and lifestyle influencer, is the face of the campaign, not only advocating for the protection and adoption of gay sheep but also co-designing the first haute couture collection alongside renowned German designers Danny Reinke and Kilian Kerner.
The campaign adds that Rainbow Wool isn’t just about haute couture. The collection includes statement pieces such as shoelaces, patches, and caps, allowing anyone to show their support for LGBTQIA+ equality while making a bold fashion statement.
Credits
Brand: Schäferei Stücke
Farm Owner: Michael Stücke
Brand: LSVD+
Federal Executive Board: Erik Jödicke
Agency / Creative: Serviceplan Group
CCO: Alex Schill
CCO Germany: Till Diestel
MD Creation: Andy Wyeth
MD Account: Anna Lee Sønnichsen
Client Strategy Director: Nadia Leytes
Concept & Senior Copywriter: Schakir Islamow
Creative Director: Sebastian Simon
Creative Director Video: Dennis Fritz
Senior Art: Daniel Azar, Rosario Brancato
Art: Marius Merkel
Copy: Ann-Kathrin Schirpke, Louisa Heuter
Senior Account: Isabella Capodieci
Account Management: Lilli Schmitz
Senior PR & Content Consultant & Creative Conceptionist: Lisa Paul
Lead Corporate Communications: Birgit Koch
Managing Partner Serviceplan MAKE: Alexander Nagel
Global Creative Media Lead: Maximilian Florian Schöngen
Director Creative Media & Awards: Sabrina Duchow
ECD Serviceplan Madrid: Emilio Valverde
Production: Peoplegrapher GmbH
Director: Lukas Tielke
Creative Director & Director: Alexander Norek
Photographer: Steve Marais
Still Life Photographer: Kyla Elaine
Executive Producer: Jack Gregory Donald
Producer: Sina Lübke
Production Manager: Rosa Bartels
DOP: Niklas Lemburg
Grading: Niklas Lemburg
Online Artist: Justus Heinser
AI Artist: Jacob Fletcher
Photo Postproduction: blink imaging GmbH
Media: Mediaplus Group
Global Creative Lead: Maximilian Florian Schöngen
Director Creative Media: Sabrina Duchow
Senior Media Consultant & Creative Media Manager: Fabian Steiner
Music & Sound Design: Supreme Music GmbH
Social and Influencer: TACSY
E-commerce:
UX and UI: Plan.Net Cologne
Development: hmmh AG