Timberland to Launch Integrated Global Advertising Campaign During the 2008 Summer Olympic Games
August 14 2008 - 8:03AM
Business Wire
The Timberland Company announced today the launch of a new
television, print and online advertising campaign that celebrates
the excitement and exhilaration of being in the outdoors. Newly
appointed ad firm, Leagas Delaney, created the campaign. �The
outdoors is, and always has been, a fundamental part of
Timberland�s DNA,� said Carol Yang, Timberland vice president of
global marketing. �Underscoring the fact that Timberland is born of
the outdoors, the new campaign celebrates the environment and what
it means to experience the outdoors.� The campaign debuts during
the 2008 Summer Olympic Games in key markets with a 60-second spot
entitled �Podium.� The ad will run in China and in the US on
national cable networks and local network affiliates in New York,
Boston, San Francisco, and Los Angeles. The commercial follows a
single hiker�s bold and inspiring ascent up a mountain to discover
his �personal podium� at its summit and ultimately the reward of
breathtaking beauty. Following the Olympics, the ad will appear in
select markets including the United Kingdom, Italy, France and
Japan. Additional television spots and print ads will debut later
in the year. To view �Podium� and stills from the shoot, please
visit https://front.framestore.com/e91bb87a-r44717628-dd1ad. 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�
ambushes the huge Olympic audience to make a powerful statement
about how Timberland consumers feel about the outdoors.� Beginning
on August 14, the �Podium� spot and a background video about the
making of �Podium� will be supported on www.timberland.com/podium,
along with an inspirational video of the 360 degree view of the
shooting location in British Columbia, Canada and interactive game
�Unexpected Obstacles.� About Timberland Timberland (NYSE: TBL) is
a global leader in the design, engineering and marketing of
premium-quality footwear, apparel and accessories for consumers who
value the outdoors and their time in it. Timberland markets
products under the Timberland�, Timberland PRO�, SmartWool�,
Timberland Boot Company�, Howies� and IPATH� brands, all of which
offer quality workmanship and detailing and are built to withstand
the elements of nature. The company�s products can be found in
leading department and specialty stores as well as Timberland�
retail stores throughout North America, Europe, Asia, Latin
America, South Africa and the Middle East. Timberland�s dedication
to making quality products is matched by the company�s commitment
to �doing well and doing good" -- forging powerful partnerships
among employees, consumers and service partners to transform the
communities in which they live and work. To learn more about
Timberland, please visit www.timberland.com. About Leagas Delaney
Leagas Delaney has offices in London, Hamburg, Rome, Milan and
Prague offering communications strategy and execution across the
most important disciplines from digital communications to print
work; from brand strategy to internal communications: from TV
advertising to design and corporate identity. Clients include
Nationwide Building Society, The Body Shop, Timberland, Dyson,
Eristoff, Dom Perignon, Emirates, Georg Jensen, Giovanni Rana,
Goodyear Tyres, InterContinental Hotels, Patek Philippe, Reebok,
United National Development Programme and the United Nations World
Food Programme. Press credits Project name: Timberland press Fall
08 - 'Earthkeeper Boot' Client: Carolyn Yang, Vice President
Marketing - Timberland Brand Brief: Brand building Creative agency:
Leagas Delaney Copywriter: Tim Delaney & Rob Burleigh Art
director: Mark Fraser Planner: Margaret Johnson Media agency: Naked
Media planner: Luc Ferrand Art buyer: Nick Hussey /�Natasha
O'Connor Photographer: Donald Christie - East Photographic
Exposure: Press TV credits Project name: Timberland TVC - 'Podium'
Client: Carolyn Yang, Vice President Marketing - Timberland Brand
Brief: Brand Building Creative agency: Leagas Delaney Copywriter:
Tim Delaney & Rob Burleigh Art director: N/A � see
Creative�Directors Producer: Michelle Hickey Planner: Margaret
Johnson Media agency: Naked Media planner: Luc Ferrand Production
company: Rattling Stick Director: Ivan Bird Editor: Adam Marshall
Post-production: Whitehouse / Framestore Audio post-production:
Wave Sound Studio Exposure: National TV
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