Lightbox
Grand Award
I WOOL SURVIVE
Grindr
Germany
2026
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Entrant Company
SERVICEPLAN GERMANY
Entry Type
Product/Service
Launch Country
United States
Program
Clio Awards 2026
Medium Type
Professional
Medium
Culture & Influence
Category
Cultural Resonance
Did you know that around one in twelve rams is gay? Because they don’t breed, gay rams are often slaughtered. Rainbow Wool, a sheep farm in Germany, rescues these rams so they can live and love freely. At a moment when anti-gay narratives are growing louder again around the world, Grindr chose to act. As the Global Gayborhood in your Pocket, Grindr is not just where gay people meet - it is where gay culture moves. And culture is shaped not only in community, but on the runway, in media, and in the stories we tell about ourselves. Introducing I WOOL SURVIVE - a Grindr-led collaboration with Rainbow Wool and designer Michael Schmidt. The world’s first fashion show featuring garments spun and knit from the wool of gay sheep. Grindr connected a gay sheep farmer in rural Germany with a renowned designer in Los Angeles - and turned that spark into a New York runway show featuring 36 bespoke looks – each crafted from the wool of one rescued gay ram. Inspired by historic gay archetypes – hidden visual codes for safety – they were now worn unapologetically. I WOOL SURVIVE transforms allyship into visibility. By partnering with Rainbow Wool, Grindr is not just supporting a cause - it is shaping culture and proving that same-sex love is as natural as the wool on the backs of these sheep.
Credits
Advertising Agency
SERVICEPLAN GERMANY
Munich
Brand
Grindr
Los Angeles
Advertising Agency
SERVICEPLAN GERMANY
Munich
Advertising Agency
SERVICEPLAN GROUP
Munich
Media Agency
MEDIAPLUS GERMANY
Munich
Public relations, Production Company and Design Company
People's Revolution
New York
Music/Sound Company
Supreme Music
Hamburg
Content Production
JD Content Company
New York
Content Production/Lookbook & Collection Stills
Oliver Halfin Studios
New York
Global Chief Creative Officer
Alex Schill
SERVICEPLAN GROUP
Global Chief Creative Officer
Maximilian Florian Schöngen
MEDIAPLUS GROUP
Chief Creative Officer
Till Diestel
SERVICEPLAN GROUP
CMO / Co-Creator
Tristan Pineiro
Grindr
Head of Creative Brand Initiatives / Co-Creator
SJ Jenkins
Grindr
Director of Consumer Content / Co-Creator
Benjamin Cooper
Grindr
Designer / Co-Creator
Michael Schmidt
Michael Schmidt Studios
Sheep farm owner
Michael Stücke
Rainbow Wool
Founder, CEO, PR Manager, Co-Creator, and Show Production
Kelly Cutrone
People's Revolution
Coordinator
Quinn Halman
People’s Revolution
Photographer / Co-Visual Director / Collection Stills Producer
Oliver Halfin
Managing Director
Andy Wyeth
SERVICEPLAN GERMANY
Senior Copy & Concept
Schakir Islamow
SERVICEPLAN GERMANY
Strategy Director / Project Lead Account Management
Nadia Leytes
SERVICEPLAN GERMANY
Creative Director
Dennis Fritz
SERVICEPLAN GERMANY
Creative Director
Sebastian Simon
SERVICEPLAN GERMANY
Assoc. Creative Director / Co-Creator
Alex Stergious
Grindr
Sr. Social Media Manager / Co-Creator
Peyton Miller
Grindr
Consumer Comms Manager / Co-Creator
Alex Sacripante
Grindr
Social Community Manager / Co-Creator
Joey Morales
Grindr
Senior Motion Designer
Klas Batschkus
SERVICEPLAN GERMANY
Copy & Concept
Louisa Heuter
SERVICEPLAN GERMANY
Copy & Concept
Ann-Kathrin Schirpke
SERVICEPLAN GERMANY
Art Direction
Marius Merkel
SERVICEPLAN GERMANY
Managing Director Account
Liselotte Schwenkert
SERVICEPLAN GERMANY
Photographer
Steve Marais
Photographer
Kyla Elaine
Global Head of Creative Operations
Sabine Gwinner
SERVICEPLAN GROUP
Junior Creative Operations Manager
Alexandra Grimm
SERVICEPLAN GROUP
Creative Operations Manager
Susan Horn
SERVICEPLAN GROUP
Director of Photography
Jo Kami
Oliver Halfin Studios
Camera Operator / 1st Photo Assistant / Gaffer
Joshua Eichenbaum
Oliver Halfin Studios
Second Camera Operato
Alexander Evans
Oliver Halfin Studios
Production Coordinator / Retoucher
Richard Impaglia
Oliver Halfin Studios
Retoucher
Alexander Massek
Oliver Halfin Studios
Senior Creative Operations Manager
Martina Ahrens
SERVICEPLAN GERMANY
Fundraising
Danilo Höpfner
LSVD⁺- Verband Queere Vielfalt / Bundesverband
VP Growth and Strategy
Kat Wyeth
Supreme Music
Director
Joseph Purfield
March Waters
CEO / Co-Creator
George Arison
Grindr
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