Michael Stücke, owner of Sheep Farm Stücke (Schäferei Stücke) in northwestern Germany, faces challenges common to sheep farmers: low wool prices, rising costs, and regulatory hurdles have made farming increasingly unprofitable. Additionally, as an openly gay farmer and member of the Gay Farmers Association, he also faces prejudice due to his occupation. In discussions with Michael, he revealed that sheep, like people, can be gay, but those that won’t breed are often slaughtered. With this insight, we found a way to create a new revenue stream for Sheep Farm Stücke and help gay sheep and gay people at the same time.

Introducing Rainbow Wool— the first gay textile thread for queer rights worldwide. Gay rams were sourced, purchased, and relocated to Sheep Farm Stücke, a safe haven where they can live, love, and grow their wool. This wool is transformed into high-quality thread, crafted into fashion, and promoted through social media, fashion magazines, OOH, and activations across Germany. To launch, we invited press and influencers to the farm to meet the sheep and enlisted one of Germany’s biggest celebrities—queer icon and Tokio Hotel frontman Bill Kaulitz—to activate his audience and amplify our message.

Rainbow Wool became an instant sensation, achieving 1.3B impressions, €20M in earned media, and reaching 33 countries. The campaign dominated TV, podcasts, radio, and social media, generating €3.5M in influencer-earned media, 1.1M social engagements, and 1.3M web visits—all from just €20K in paid media. Starting with 125kg of raw wool valued at €2.5K, we increased its worth to €151.5K and sold out our 2024 thread supply, achieving an impressive ROI of 1,212% while establishing a sustainable revenue stream for Michael for years to come. The project is projected to generate €1.6M in revenue by Q3 2025 through thread sales and 21,200 products across 25 SKUs, retailing at an average of €68.50. Fun fact: Rainbow Wool has inspired a meme coin, a Roblox game, and will feature on a Netflix reality show in 2025.