Bringing the outdoors in to take a step towards being green

The challenge

To drive brand awareness with active, outdoor, youthful and stylish men, whilst heroing their environmentally conscious product range – Earthkeepers.

Real World Thinking

To get people thinking about ‘environmental upsides’ we wanted to bring the natural world into shopping centers. This juxtaposition stopped people in their tracks and let them engage with the brand in a tactile way – making the issues at hand feel real, whilst exciting them about the product benefits.

The Execution

The ‘Nature needs Heroes’ camp: an outdoors-in space made using natural materials found in the Earthkeeper range.

To get everyone invested in the eco-friendly benefits they could complete a series of hands-on challenges, including writing a pledge to nature which was then used to create an oversized Timberland boot installation. Everyone who got involved was then driven to store to claim their prize of Timberland merchandise and money off their new shoes.

13,000 participants over 3 days
+30 % in store revenue on live weekend
+148% Twitter followers



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