On World Earth Day, Nest Starter was unveiled—an art installation created in collaboration with local weavers and The Woolmark Company to launch the campaign "Merino Wool. Live with Nature."

Situated high on Laojun Mountain, this installation demonstrates how 100% natural and biodegradable Merino Wool can support sustainability by serving as ideal nesting material for Yunnan’s 194 bird species, and as a conscious clothing choice for humans.

Carefully placed to minimize environmental impact and benefit nesting birds, the installation invites them to use the renewable fiber to build warm nests for their hatchlings.

This earth-friendly installation, sourced from nature, encourages people to consider clothing choices that can be returned to nature, giving back to the planet in a meaningful way.

Read more at The Drum (Ad of the Day!), Campaign Brief Asia, and Little Black Book