At the beginning of this year, Timberland partnered with us to create a full Brand Strategy Offense. We were launching the new global Brand Voice and Product Campaign for FA22, while also developing the full new Brand Proposition, Visual Identity, and Tone of Voice.
Alongside the ECD, I was in charge of leading and developing the Creative Concept of this campaign, defining the art direction, while also overseeing and merging the brand design and tone of voice. Streamlining all efforts into an impactful result.
Phase 1. Tease bold
Phase 1 was about sparking curiosity. Making noise and building up towards the Brand Voice Anthem Launch. Timberland's old ads were all about bold, in-your-face messages. So we took that as a reference to introduce the new brand proposition: Timberland is BUILT FOR THE BOLD.
Across all GEOS and key cities, we placed these messages in key spaces and cultural moments to reach and connect with those getting shit done. Not only through OOH and retail but also by targeting the brand’s main digital communities.
We defined bold messages that could resonate globally while also tasking each GEO to localize some of them and build a tighter connection with their specific local audience.
Phase 2. Launch Bold
Narrated by Mary J Blidge, we launch the Brand Voice Anthem for Timberland. Writing a storyline that brought together all of Timberland’s distinctive worlds. Like no other brand could. This anthem was the intersection between work, style, and the outdoors. Together with one red thread among them all: being bold enough to get shit done.
We partnered up with strong voices from each GEO that embodied the spirit and culture of Timberland’s boldness. (Roc Marciano, Ian Isiah, IDK, Shino Takeda and more) and created a holistic media strategy to reach our audience all over the world. From painted OOH in key cities, to paid media in our target’s favorite Hulu shows, to all Timberland’s owned channels across the world.
Phase 3. Localize and Experience Bold
To scale this campaign, we took a deeper dive and told the stories of each of our authenticators. The main focus was to challenge the old conceptions of what BOLD means and redefine it through our authenticator’s voices. Showing a common thread among them all: hard work, resilience, and a passion for crafting.
We then briefed all GEOS to take it one step further. We tasked each one of them to create hyperlocal stories and to double down on BUILT FOR THE BOLD IRL experiences catered to all consumers. Music performances, customization stations, hiking hangouts, and more.
Ian Isiah - North America
Arlo Parks - Europe
IDK - North America
Shino Takeda - APAC
Marc Yeh - APAC
Tiegan Alysse - Timberland PRO - Canada
Agency: Industry
Creative Direction: Fernanda Arreguin and oved Valadez
Art Direction: Fernanda Arreguin
Design: Sofia Villarreal, Oscar Olivas and Gavin R.
Copywriting: John Vieira
Film Director: Iggy London
DP: Mika Altskan and Connor Limbocker
Editing: Alvaro del Val & Jojo King
Photography: Juan Veloz
HMU: Cecilia Salinas
Styling: Maki Katsumoto
Executive Producer: Matt O’Connor
Senior Producer: Connor Jones
Account Director: Raphael Ballard
Senior Account: Christine Carraro