Woolroom & The Sheep Detectives

Working with Leeds-based agency ThinkOTB, I was brought in to help develop a promotional campaign for Woolroom following a partnership with Sony Pictures around family film The Sheep Detectives.

The brief was to create a fun, family-friendly campaign that combined Woolroom’s sleep expertise with the playful mystery world of the film, while also driving engagement through a competition and prize draw mechanic.

My role focused on developing the campaign hook, overarching messaging platform and supporting copy system across the entire customer journey — from teaser messaging and social content through to clue reveals, competition copy, website messaging and winner communications.

Because the tone of the film leaned heavily into humour and wordplay, Sony and Woolroom gave us licence to really lean into the sheep puns and playful detective language. That allowed me to create a wide range of intentionally fun, cheeky copy lines for use across social, email, web and promotional assets, helping the campaign feel cohesive and entertaining rather than simply promotional.

The work included:

• Campaign hooks and messaging
• Teaser and launch copy
• Competition and clue mechanics
• Social captions and statics
• Website and landing page copy
• Email communications
• Prize draw and winner messaging

The campaign was extremely well received internally, with Sony approving the copy direction and responding particularly positively to the playful tone and creative approach.