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Timberland launches ad campaign in support of 'Earthkeepers'
Nov '08
The Timberland Company announced the launch of a new television, print and online advertising 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 advertising 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.

“As an outdoor brand we're serious about doing our bit to protect the outdoors, and consumers are increasingly concerned about that too,” explained Carol Yang, Timberland's vice president of global marketing. “But they're also weary of being "told" how to make green choices - so we decided to lighten up and take a tongue-in-cheek approach to communicating the Earthkeepers story."

The 30 second “Friends” spot debuts in the U.S. today. 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 and

Elliot Moss, Managing Director at Leagas Delaney said, "Friends” is Timberland's first global TV spot that supports Timberland's Earthkeepers product line. We believe the use of humor connects the outdoor experience with the brand's commitment to environmental values in a way that is relevant and engaging to consumers."

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.

Timberland is a global leader in the design, engineering and marketing of premium-quality footwear, apparel and accessories for consumers who value the outdoors and their time in it.


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