Concurrent Conferences Confidently
Since 2006, we have worked with Timberland to create its trade catalogues for men’s apparel, accessories and footwear, and we’ve also helped create and manage the Timberland brand expo that follows each catalogue release, highlighting its products to distributors.
This work has led to more conferences and shows with the brand, and in 2012, we had our greatest challenge yet – to run three events in different countries simultaneously.
Our conferences experts know that it’s not effective conferences that inspire people, it’s extraordinary ones. That's why we create live events the way we create our comms campaigns – by shaping strategic thinking into big ideas.
For our very first Timberland conference, this thinking manifested itself in three statues made entirely from recycled cardboard, plastic and cans, highlighting the key conference messages of climate change. We also created films about the journey of the boat shoe and on recycling. Two large show areas incorporated props, sounds and smells to create the feeling of being on the beach for the boat shoe graphic. In all, a story brought creatively to life.
Later, we were asked to launch Timberland's new collections with impact and originality. Our big idea response was the theme of “The best boot maker on earth.” Set in St Andrews, we not only built all the set rooms and managed all logistics, but converted a nearby barn into a stunning venue to hold the fashion show. Guests were piped into the candle-lit barn where a captivating show was put on. An event so successful, Timberland returned to the same venue the following year.
Fast-forward to autumn 2012 and our sixth Timberland conference. We were once again asked to deliver the new collection with impact and originality – something our conference people relish!
But this time, we were asked to do something extra special: 3 events simultaneously delivered; 2 in Portugal and 1 in London.
The main event was a five-day conference in Portugal with 300 delegates from around the world. We handled the full stage and set builds, lighting and AV for the opening presentations, opening and closing gala dinners, fashion show and entertainment, branding of entire event, not to mention the logistics and transportation of three arctic lorries of product and equipment.
Simultaneously, we managed the Timberland Brand Experience conference in a separate venue in Portugal as well as in London, including virtual tour walkthroughs of 14 different experiences that brought the products alive.
Confidential, but as an Agency we are so proud and delighted with being involved with such a brilliant brand and project.