?skillfully borrowed the Chinese homophonic word of “Timberland” to build a common language all over globe. ?

Our plan starts from its international vision, marrying its character to serve the customers with its perseverance even hypercriticism on quality, looking closely into the moles of local culture. We skillfully changed Timberland into a Chinese name “Teeboolang” which is more identifiable and a better folder for heat discussions, also, a very funny way to abstract the nuclear concept of the brand. This endeavor centers on forging a meticulous bridge to bring the brand down to the earth by answering “It’s Really Teeboolangd” (means “whatever true cannot be kicked break” or “whatever true never yield”), thus producing powerful echoes in fans and sparking many second round of communication and public praises. After this campaign went online, heat discussions were instantly kindled on social networks over our slogan and “Teeboolang” soon became an buzzword.

?To use pan-shot for the first time?

In making the work, we independently developed our own pan-shot camera to capture the real image of the yellow boots when walking. We took such angle as our major channel to unfold all the story plots by steps, trying to convey a theme of “whatever true, brave, firm and love that you are yearning for is Teeboolang”. This theme was widely communicated and the spirit of “Teeboolang” was touched, also, the experience of our viewers once again was elevated to a whole new dimension.

1. 26 million views of social content

2. Over 100 thousand comments and engagement.

3. Brand film viewership over 16 million times, “It's really Teeboolang” became an online buzzword.

4. Timberland’s Baidu Search Index rose 19%;

5. Sales of classic yellow boots increased 365% .

6. On Tmall.com and Taobao.com, search for “Teeboolang” increased by 52% and 22% respectively.

7. Yellow boots were sold out within 40 minutes during the “Double 11 Shopping Festival”

8. “It’s Really Teeboolang” T-shirts paying homage to the iconic boot

?It’s really Teeboolang will be adapted for use in other markets around the world and has become the localisation benchmark within VF corporation.