The Woolmark logo first appeared at Times Square in the 1960s and again in 2016 to celebrate the International Woolmark Prize. Today, using the latest 3D technology, an anamorphic billboard appears to fill with oil as part of our Wear Wool, Not Fossil Fuel campaign. Vividly highlighting the connection between fibre and origin, the campaign encourages citizens to always check the label and buy less but buy better.