Timberland campaign features angry bees, wild dogs


The Timberland Company announced the launch of a new television, print and online campaign in support of its Earthkeepers collection of environmentally-conscious footwear and apparel featuring heroes who take on the challenges of the great outdoors – some humorous, some dramatic – one step at a time. U.K based ad firm, Leagas Delaney, created the campaign.

The campaign is but one element of Timberland’s Earthkeepers initiative, which seeks to communicate the company’s environmental values and inspire consumers to make their own environmental behavior change. In addition to advertising and product offerings, the Earthkeepers initiative also includes an innovative network of online social networking tools (www.earthkeeper.com).

The 30 second “Friends” spot debuts in the U.S. this week. The ad launched in the U.K in October and is also airing in Italy and France. “Friends” depicts two hikers – one wearing Timberland’s eco-conscious Earthkeepers boots and the other wearing non-descript footwear – enjoying the outdoors. As the duo treks through the wilderness, the hiker wearing Earthkeepers boots is spared nature’s wrath while his friend is not. In the U.S., the spot will air on national cable networks such as ESPN and Comedy Central and local network affiliates in Boston, New York, San Francisco and Los Angeles, as well as online on sites such as foxsports.com and Myspace.com.

As part of the campaign, print ads are running as inside-cover, tri-fold placements in select print publications nationwide, including November issues of GQ and Outside, and in the December issue of Fader magazine. The print ad, called “Invitation to Attack,” features real-life outdoor hero Jeff Kosoff, and the first half of the true story of his potential attack by a pack of wild dogs.

Along with television and print advertising, online support will include “Take It All On” interactive games and banner advertising.