DanThat'sCool!

Well, I didn’t see this one coming.

And neither did the sheep.

Icebreaker, New Zealand’s premier manufacturer of light weight, all season merino wool outdoor clothing is well known overseas for not only developing the world’s first merino layering system which they base their retail line of clothing around, but also their edgy (i.e…insane…) viral advertising campaigns.

2011 brought 85,000 Rugby fans to New Zealand for the first time, and Icebreaker wanted to promote their brand while giving the players and customers a taste of Wool Country.  And what better way than letting people get busy with a fiberglass sheep?

The life size sheep, named Paul, was stuffed with vouchers for freebies, product discounts and enough merino memories to last a lifetime.  Not only could they reach deep inside to find a prize, they could also have their photos snapped at the exact moment of re-entry while posing against a Southern Alps backdrop.  The promotion runs through October in Icebreaker stores.

And Paul even made sheep noises once you were in there.  I bet the Rugby players can’t wait to go baaaaaaaaaaaaack.

C’mon.  That was funny.

A trip they will never forget.  Postcards are so 2010.