AUCKLAND, Today: NZM is shining a spotlight on ZQ growers with a new campaign that puts the Autumn Muster front and centre, celebrating passion, care and leadership in every step of the journey.
Launched in 2007, ZQ is the world’s top ethical wool standard. Growers meet tough benchmarks for fibre quality, animal welfare, environmental protection and social responsibility – making ZQ the trusted choice for global brands.
The campaign runs for eight weeks, capturing the season’s first big moment as growers bring flocks down from the high country. More than tradition, the Muster reflects ZQ’s values – respect for land, care for animals and pursuit of excellence.
“The Autumn Muster is a moment that beautifully captures the heart of ZQ,” says Dave Maslen, Chief Customer Officer at NZM. “It’s a chance to show the world that our growers’ commitment to quality and care isn’t just a philosophy – it’s something they live and breathe, season after season.”
“The Autumn Muster is a moment that beautifully captures the heart of ZQ.” – Dave Maslen
Audiences are taken into the real New Zealand through cinematic storytelling – showcasing not just landscapes, but the people who work them. From sheep handling to protecting fragile alpine ecosystems, the Muster reflects the daily values of ZQ growers.
“We wanted to create something that felt honest and immersive,” says Ian Sweeney, Creative Director. “The Autumn Muster gave us a raw, authentic canvas to work with, it’s visually stunning, but also rich with meaning. It’s about leadership, legacy and doing things the right way.”
At its heart is a hero video, supported by four one-minute films exploring legacy, animal welfare, the human element and heritage. Each comes with a blog post diving deeper into the stories behind ZQ wool.
For NZM, it’s a reminder that premium wool doesn’t just happen – it’s built on values and commitment right from the start.
The Autumn Muster campaign is live now on NZM’s website and rolling out across multiple channels over the coming weeks.
CREDITS
Creative Director: Ian Sweeney
Production: NZM
DOP and Editor – Jason Larraman, Man In Your Head
Stills – Dean Mackenzie
New Zealand Merino
Head of Brand & Customer Engagement – Maria Ryan-Young
Marketing Manager: Katrine Comeskey
Communications Manager: Debs Sim
Customer Engagement Manager: Olivia Anderson
Content & Creative Lead: Jasmine Shaughnessy
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