Timberland
Turning sustainability from a message into a movement.
A two-market interpretation of Timberland’s Nature Needs Heroes platform, designed to educate in Saudi Arabia and provoke visible action in the UAE.
Watch the work
Original campaign films and experience footage.
The challenge
The launch of Timberland’s ReBOTL footwear technology needed to make sustainability tangible in markets with different levels of audience understanding. A single imported campaign would not create the relevance or action the brand needed.
The approach
We built two distinct expressions from one global purpose. In Saudi Arabia, education led through an animated music collaboration and mall pop-ups. In the UAE, participation led: people collected a week’s plastic waste, which became a confronting visual representation of annual consumption.
The work
- 01
Regional adaptation of Nature Needs Heroes
- 02
Animated educational film with a Saudi music talent
- 03
Mall pop-ups explaining ReBOTL technology
- 04
UAE plastic-collection stunt transformed into public art
- 05
Celebrity, macro and micro-influencer movement around #PledgeNoPlastic
The impact
“Purpose becomes powerful when people can see their role in the story.”