STRATHAM, N.H.--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.
Timberland (NYSE: TBL - News) 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.