Situation: consumers are looking to learn about the core principles and values that a brand abides by. They are looking for brands that have a purpose and want to help the world.

Brief: Timberland wants to be perceived as an inspiring, purposeful, cool and fashion brand.

Objectives: change consumers' mind about the brand, ensuring that they can trust and believe in the brand's values of making more sustainable products and building a better world.

Nature Needs Heroes is Timberland’s call for change, a movement made of multi-disciplinary change-makers. From artists, engineers, singers and photographers to urban eco planners, landscape architects, florists and teachers, the concept conveys a simple but strong message: “Small actions can make a big impact”. The goal was to create a highly impactful 360° campaign leveraging on all communication touch points, involving both physical and digital media. In order to stand out from the competition, Timberland shifts its focus from the outdoors to the urban greening arena.

Target audience: City Lifestyler (age 29) - Outdoor Seeker (age 32) - Outdoor Enthusiast (age 35).

Approach: A shift in consumer mindset required Timberland to develop a more authentic, emotional approach to their new campaign.

Data gathering: consumers aren’t just making decisions based on product selection or price. In fact, people wouldn’t care if 77% of brands disappeared*. They’re now assessing what a brand says. What it does. What it stands for. 62% of consumers are attracted to buy from brands which have solid ethical values and demonstrate authenticity in everything they do. 52% of consumers are attracted to buy from brands which stand for something bigger than just products and services they sell, which aligns with their personal values.

* Accenture 2018.

Implementation: PRINT MAGAZINE, ONLINE MAGAZINE, OOH, DOOH, STORES, EVENTS, SOCIAL MEDIA AND WEBSITE.

Timeline: 08/2019 - 01/2020.

Placement:

EMEA, OFFLINE:

Combination of offline reach and contact: 265 million.

Channels: partnership, Urban Greening Event, Print and OOH.

Data breakdown:

UK

OOH: London and Manchester

TV: Sky TV

IT

OOH: Milan, Rome, Florence, Turin, Naples

Italy Print: Zero, WU Magazine, Sportweek

FR

OOH: Paris, Lyon, Bordeaux, Marseille

DE

OOH: Berlin, Hamburg

ES

OOH: Madrid, Barcelona

Spain Print: Esquire – Hearst, Icon – Prisa

NL

OOH: Amsterdam, Rotterdam

BE

OOH: Antwerp.

EMEA, ONLINE:

Channel: YouTube, Blis, DV360, Vevo, Ogury, Facebook, Instagram.

Country: UK, FR, DE, NL, BE, IT.

NORA, OFFLINE:

OOH and events: NYC, Boston, Chicago.

Print: LA Times, Los Angeles.

NORA, ONLINE:

Digital Display:

Mens - National

Womens - National

Mid Funnel (dual) - National

Partnerships:

Vice

https://www.vice.com/en_us/partners/nature-needs-heroes/with-nature-needs-heroes-timberland-highlights-the-need-for-climate-action

Create & Cultivate

https://www.createcultivate.com/blog/timberland-nature-needs-heroes-2019

APAC, ONLINE:

MSN, Reddit, HK New York Times.

Scale: Global.