Agency: Leagas Delaney
Timberland has released the second of three adverts to support its Earthkeepers collection.
The TV, print and online campaign will highlight the collection of environmentally conscious footwear and apparel and Timberland’s environmental values.
The 30-second 'Friends' depicts two hikers – one wearing Timberland’s eco-conscious Earthkeepers boots and the other wearing non-descript footwear – enjoying the outdoors. As the duo treks through the wilderness, the hiker wearing Timberland boots is spared nature’s wrath while his friend is not.
Elliot Moss, managing director of creators Leagas Delaney said, "We believe the use of humour connects the outdoor experience with the brand’s commitment to environmental values in a way that is relevant and engaging to consumers."
As part of the campaign, print ads will run as inside-cover, tri-fold placements in men’s lifestyle magazines.
The print ad, called “Invitation to Attack,” features real-life outdoor hero Jeff Kosoff, and the first half of the true story of his potential attack by a pack of wild dogs. The print ads will draw the reader to www.timberlandonline.co.uk to discover the outcome of Kosoff’s personal story.
The Earthkeepers campaign hopes to inspire customers to rethink their attitude to the environment. The Earthkeepers project also includes retail promotions whereby Timberland will plant a tree on behalf of it’s customers, a network of online social networking tools and company service days Serv-a-palooza and Earth Day where Timberland employees engage with community green projects where they live and work.
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