Timberland Campaign


Changing The Climate One Foot At A Time

Timberland is not just a global outdoor fashion brand, it is also one of the pioneers of sustainability through its environmental policy concerns, which are core to the brand ethos. In support of their environmental aims, we were briefed to create a pan-European campaign to back Global Earth Day. This meant that we would need to develop an identity that could work across retail, point-of-sale, consumer catalogues, sales conferences, customer events and experiential activity.

True Carbon cutting

The campaign strategy was based around the theme of ‘Change the Climate’ with a secondary message telling customers to ‘Plant one on us’ to support a tree planting initiative for Earth Day, for which Timberland pledged to plant a tree for every shoe sold.

Our design experts developed a complete POS display for participating stores that included window decals, posters, pledge cards, display trowels, shoe tags (all printed on recycled materials), plus display crates and live trees. We even went as far as approaching an apple farmer in Sussex who provided the recycled apple crates at the heart of the display.  Of course, only trees indigenous to the countries were sourced, shipped and planted in accordance with the EU Plant Health Directive.

To complement the activity implemented in 60 stores spanning seven European countries, a user-friendly catalogue was produced to highlight the quality finish and key attributes of each garment, making it clear, concise and easy to use. The catalogues were printed on 100% recycled stock and used recycled plastic wiros.

The result?

Timberland said the campaign was extremely successful and “turned out to be one of the brand’s most successful, resulting in a massive uplift in sales.”

Our commitment to the project extended to joining the client in planting some of the trees at a Conservation and Reforestation project.

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