Nature Needs Heroes kicks off

07 Sep '10

4 min read

Building on a rich history of environmental action and innovation that includes planting one million trees in China's Horqin Desert, developing the Earthkeepers line of environmentally-forward products and launching an online "Earthkeepers movement" to motivate environmental behavior change, The Timberland Company announced its biggest and most environmentally-focused marketing campaign yet -- Nature Needs Heroes.

Launching globally over the next several weeks, the 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. The Nature Needs Heroes campaign also seeks to inspire consumers to consider what actions they might take to be "heroes" for the outdoors themselves.

"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," explained Jim Davey, Timberland's VP of Global Marketing. "It's our biggest and best effort to date to not just share our own stories and initiatives, but to also engage consumers in a broader effort to care for the environment."

Our Nature Needs Heroes campaign employs outdoor imagery and light-hearted humor to help convey the serious message of environmental accountability -- the notion that even small acts of environmental action make a difference. The campaign is being executed through a variety of channels, including TV and print advertising, 3D displays in select Timberland retail stores worldwide, social media and an interactive microsite.

"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," said Davey. "We want to give consumers the opportunity to learn more about what Timberland is doing to help protect the outdoors, as well as support them in taking environmental action themselves -- whether that action is buying a pair of boots or planting a tree."

Specific elements of the Nature Needs Heroes campaign include:

"Lost Bottle" Advertising - Depicts how even small acts can make a difference when one environmentally-heroic moment (recycling a runaway water bottle) becomes an adrenaline-fueled outdoor experience. Television ads will air in Europe, Asia and North America during high-profile live sports and prime time and late night programs. Print advertising will appear in Europe throughout the fall.

Nature Needs Heroes Microsite - 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, the creative agency that designed the microsite.

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