ITB were briefed to build a genuine ambassador campaign, using real people of influence to raise awareness of the brand’s new eco-conscious styles and environmentally conscious initiatives, including their commitment to plant 50 million trees in the next five years. We were tasked with growing a community of eco-conscious “heroes” for the brand who could talk about tangible changes they implement in their work and lifestyle to better the environment. Key focus markets were US, Europe, Africa and Asia.

Our objective was to position Timberland as Sustainable Leaders - creating global impact and delivering awareness at scale, but also driving change in local communities. Identifying and aligning with on-brand changemakers, those with influence and authority who would collectively generate press interest as well as inspire their communities to act.

Our strategy was celebrate positive action with authentic storytellers. To build Timberland’s credibility and leading position in sustainability we needed to align with local changemakers in key destinations – those who were making positive change and had authentic stories of taking tangible action to save the planet. We wanted to build positive momentum and highlight the good in bringing greenery to urban areas – engaging talent to do more than simply front a campaign, but use their voice, skills, influence and expertise to showcase that small changes in local communities can make a big difference.

The #NatureNeedsHeroes campaign was named one of “The Best Fashion Ad Campaigns of Fall 2019” by WWD and shortlisted for several awards including Best in Community Engagement at The Drum awards. As part of the talent negotiation, we were able not only to secure traditional campaign shoot days with talent, but also utilize their voice and standing in the community for Timberland to attend community and press events, perform gigs, provide advocacy during the UN Climate Action Summit in NY, appear in TV, Press and Radio interviews and longer form editorial story telling content, making them true ambassadors of the brand.

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