When you’ve done things right for decades, people know who you are. Timberland’s challenge wasn’t to create awareness, but show that they were still relevant after those years of dedication to a singular style of boots: the weather-proof, wear-resistant, all-around workhorses of footwear.
We stepped up their messaging and made an impact.
Like Timberland itself, we stripped away any fancy trappings, and focused on the core idea: that Timberland will always be relevant. Because there will always be weather, and there is always work to be done.
Working with a partner agency, Creative Co-op, we created a compelling campaign across print, billboards, subways and storefronts: against a clean white background, we designed either a single bold headline on which the product rests, literally and figuratively; or pitted two graphic elements, a Timberland boot and weather, against each other. (Spoiler: the boot wins.)