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Mobile camp supports Timberland's fall collections

Sep '09
Timberland partnered with UK-based creative agency Leagas Delaney to create the bold new "Bait" advertising campaign to support Timberland Mountain Athletics, the company's new line of environmentally-conscious, multi-sport outdoor shoes for young adventurers in and around cities.

The "Bait" television spot, shot by Lynn Fox, breaks across the UK, Italy and the US this month and shows a trail runner being chased by dangerous animals on a run through the forest. The hero is seen successfully outrunning a wild boar, a pack of wolves and ultimately a bear, across difficult terrain, aided by his Timberland Mountain Athletics footwear. The chase is accompanied by the adrenaline-pumping song "Don't Give Up," performed by the Noisettes, an up-and-coming UK based-band, and ends with the tag-line, "If you're not fast you're food." A print campaign, planned for the U.K., plays off the same "Bait" theme.

The American television ad campaign will focus on Boston, Denver and Minneapolis with an emphasis on primetime, sports and late night programming. This will expand online with digital sponsorships on Hulu and a create-your-own playlist integration on Pandora. In addition, the campaign will include a bold new out-of-home campaign featuring reverse graffiti and interactive billboards, as well as a full "station domination" takeover of Harvard Square in Cambridge, MA and wrapped "Green Line" subway trains in Boston for one month. In-store promotions, window and point of sale displays will also be featured around the world.

Timberland and long-time public relations partner Porter Novelli teamed up to develop a fresh, bold communications campaign for fall 2009 targeting trend-setting style and outdoor blogs and magazines. To introduce the Timberland Mountain Athletics fall collection to cutting-edge journalists in New York, the team hosted a series of unexpected city adventures in Central Park led by young outdoor guides.

Timberland Company

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