Angry Bees and Wild Dogs Headline Timberland’s Latest Global Advertising Campaign
November 05 2008 - 8:03AM
Business Wire
The Timberland Company announced today the launch of a new
television, print and online advertising campaign in support of its
Earthkeepers� collection of environmentally-conscious footwear and
apparel featuring heroes who take on the challenges of the great
outdoors � some humorous, some dramatic � one step at a time. U.K
based ad firm, Leagas Delaney, created the campaign. The
advertising campaign is but one element of Timberland�s
Earthkeepers initiative, which seeks to communicate the company�s
environmental values and inspire consumers to make their own
environmental behavior change. In addition to advertising and
product offerings, the Earthkeepers initiative also includes an
innovative network of online social networking tools
(www.earthkeeper.com). �As an outdoor brand we're serious about
doing our bit to protect the outdoors, and consumers are
increasingly concerned about that too,� explained Carol Yang,
Timberland�s vice president of global marketing. �But they're also
weary of being "told" how to make green choices - so we decided to
lighten up and take a tongue-in-cheek approach to communicating the
Earthkeepers story." The 30 second �Friends� spot debuts in the
U.S. today. The ad launched in the U.K in October and is also
airing in Italy and France. �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 Earthkeepers�
boots is spared nature�s wrath while his friend is not. In the
U.S., the spot will air on national cable networks such as ESPN and
Comedy Central and local network affiliates in Boston, New York,
San Francisco and Los Angeles, as well as online on sites such as
foxsports.com and Myspace.com. Elliot Moss, Managing Director at
Leagas Delaney said, "Friends� is Timberland�s first global TV spot
that supports Timberland�s Earthkeepers� product line. We believe
the use of humor 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 are
running as inside-cover, tri-fold placements in select print
publications nationwide, including November issues of GQ and
Outside, and in the December issue of Fader magazine. 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 direct readers to
www.timberland.com/earthkeepers to discover the outcome of Kosoff�s
personal story. Along with television and print advertising, online
campaign support will include �Take It All On�� interactive games
and banner advertising. To view �Friends,� please visit
https://front.framestore.com/eba947ed-r45462700-9e941. 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 - 'Earthkeepers� 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 - 'Friends'
Client: Carolyn Yang, Vice President Marketing � Timberland� Brand
Brief: Brand Building Creative agency: Leagas Delaney
Copywriter:�Tim Delaney�& Rob Burleigh Art director:�Tim
Delaney�& Rob Burleigh Producer: Michelle Hickey Planner:
Margaret Johnson Media agency: Naked Media planner: Luc Ferrand
Production company: Biscuit / Independent Director: Noam Murro
Editor: John Smith @ The Whitehouse Post-production: Framestore
Audio post-production: Wave Sound Studio Exposure: Global
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