Earthkeepers - Nature Needs Heros - Timberland boot campaign to help consumers make heroic footprints
Last updated 9/6/2010 10:08:01 AM
Earthkeepers - Nature Needs Heros - Timberland boot campaign to help consumers make heroic footprints
How best to promote environmental awareness to consumers on the street? Footwear and clothing company Timberland's new campaign, ‘Nature Needs Heros', will bring the experience of the outdoors through creativity and technology, and hope to inspire consumers into becoming nature's heroes.
Over the next several weeks, the global campaign showcases Timberland's Earthkeepers collection, made with materials like recycled rubber and recycled PET (one and a half plastic bottles are used in each pair of Earthkeepers boots). Earthkeepers product is one of the company's leading and fastest growing product collections.
"This campaign marks the culmination of our work to connect consumers to what we're doing as a company to have a positive environmental impact," said Jim Davey, Timberland's vice president of global marketing.
The ‘Nature Needs Heroes' campaign employs outdoor imagery and light-hearted humour to help convey the message of environmental accountability, according to Davey.
He added: "We hope the variety of elements in this campaign -- from digital and social to in-store to more traditional media -- might encourage all consumers, no matter where they see us, to be drawn in".
The Nature Needs Heroes campaign include:
"Lost Bottle" Advertising – example of how a small act makes difference when one environmentally-heroic moment (recycling a runaway water bottle) becomes an adrenaline-fueled outdoor experience.
Nature Needs HeroesMicrosite -- Playing off the humorously heroic focus of the "Lost Bottle" advertising, the microsite suspends time and takes site visitors into a frozen moment using 360-degree imagery and high definition 3D technology. "The Nature Needs Heroes campaign is the first time a major brand blends this combination of leading-edge technologies to challenge the way audiences can experience a story," said Mads Holst, creative director and managing partner at Holst Digital, designer of the microsite.
Retail Windows -- Timberland takes the 3D technology from the campaign microsite to the street in select Timberland retail stores worldwide. Store windows will feature oversized 3D graphics which consumers can experience using complimentary 3D glasses (made with recycled materials) available in store. Point-of-purchase displays depict an x-ray into the Earthkeepers 2.0 boot -- a visual representation of Timberland's commitment to product transparency, which also highlights the company's use of recycled and renewable materials.
Virtual Forest -- Consumers can create their own heroic moments on Facebook with the new Timberland Earthkeepers "Virtual Forest" application. Users are invited to create their own forest (or join a friend's), which will result in Timberland planting live trees in Haiti to supplement its reforestation project there. The application will present a series of videos chronicling the tree planting projects that Timberland has established in Gonaives, Haiti.