The journey towards 100 percent responsibly produced wool

IKEA has decided that by the year 2025, they will only use responsibly sourced wool in their products. Oddway was commissioned to produce a documentary that capture the reality. The brief was to show how IKEA works towards this goal and to inspire other companies to follow in taking responsibility for animal welfare.

In the film we follow the path of the wool – from the sheep in New Zealand, to the spinning mill and finally the rug manufacturer in India.

The main film was edited in several different lengths and SoMe formats to suit all different channels.