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ADVERTISING CAMPAIGNS

Editor’s Pick. Timberland ‘Podium’

Agency: Leagas Delaney

Client: Timberland

Timberland has launched a new television, print and online advertising campaign that celebrates the excitement and exhilaration of being in the outdoors.

Created by the newly appointed creative agency, Leagas Delaney, and produced by Rattling Stick, ‘Podium’ is the first ad in a trilogy.

It aims to enforce the high octane energy and exhilaration of a man’s bold and inspiring ascent up a mountain, to discover his ‘personal podium’ at the summit and ultimately the reward of breathtaking beauty.

The campaign aims to re-energise the brand with a bolder positioning whilst driving the outdoors association and reflecting the environmental values of the brand.

In addition to TV, the ‘Podium’ ad will be featured in 250 cinemas; shown during the new release Tropic Thunder and with an online extension of banner advertising leading to “Unexpected Obstacles” - an online game. Supportive PR is being managed by Resonate.

Timberland European Marketing Director, Louise Barnes, said, “The outdoors is and always has been, a fundamental part of Timberland’s DNA. Underscoring and reaffirming the fact that Timberland is born of the outdoors, the new campaign celebrates the challenges and adventures of the environment and what it means to experience the exhilaration of the outdoors.”

Tim Delaney, Chairman of Leagas Delaney said “Timberland is an iconic global brand and our campaign aims to build on that status by taking Timberland back to its roots. The first spot ‘Podium’ reaffirms Timberland’s fundamental link with the outdoors and celebrates the spirit of outdoors adventure.”

The ‘Podium’ spot and a background video about the making of “Podium” will be supported on timberlandonline.co.uk/podium along with an inspirational video of the 360 degree view of the shooting location in British Columbia, Canada.

AJR
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