Opportunity

COMMIT TO A GREENER WORLD

To showcase Timberland’s tangible commitment to stopping climate change by making make a tangible contribution to a greener world in association with environmental activists from around the globe.

Cultural Insight

BRANDS ARE NOT DOING ENOUGH

Activists are concerned that brands are not doing enough to combat climate change and some are presenting a misleading picture of their sustainability efforts. 

Consumer Insight

FASHION SOURCING UNDER SCRUTINY

There is growing interest from consumers about the sustainability of their fashion purchases but consumers are finding it hard to know what is real and what is greenwashing. How can one understand which brands are truly having a tangible impact.

Brand Insight

DEDICATED TO A GREENER WORLD

Timberland’s sustainability efforts have a long history.  The brand is dedicated to creating a greener world both through its responsibly sourced products and community service programs.

Idea

NATURE NEEDS HEROES

Create a community service program to create a greener world, engaging environmental activists to create green community hubs in abandoned industrial centres with the ultimate end goal of planting 50 million trees by 2025.

Execution

Teaser campaign with long form content on Facebook and Instagram

A strong and authentic brand anthem

Out of Home that actually cleans the air..

Inspiring and educational workshops and talks

A documentary ‘Concrete Green’ achieved a  5 million viewership on MTV

+200 campaign assets

Results

Awarded one of 10 most transparent companies in the world

742.2 M impressions generated globally

E-commerce traffic – 9.1 million unique visitors during the campaign

Events – 33,400 visitors, 18,000 sustainability pledges

Concrete Green watched by 5 million viewers