TIMBERLAND ENTERS NEW ERA WITH “BUILT FOR THE BOLD” CAMPAIGN
Brand calls on global network of changemakers, including Mary J Blige and Arlo Parks, to remind us that the future belongs to those who embrace their bold.
Timberland launches Built for the Bold: a call to doers and adventurers everywhere to work hard, live withpassion, act boldly, and believe in their potential to move the world forward. The campaign taps a global network of changemakers to help redefine what it means to be bold, and cements Timberland’s place in culture as the work- and outdoor-inspired brand that fuels the bold lifestyle.
Built for the Bold challenges the convention that boldness is reserved for those who are fearless, loud and strong. On the contrary, boldness often manifests in moments of humility, creativity, and quiet perseverance – when we simply roll up our sleeves and get it done. Bringing together the worlds of work, outdoor and lifestyle as only Timberland can, the campaign gives voice to a diverse line-up of emerging and establishedchangemakers who embrace their inner bold, unapologetically and on their own terms, to move the worldforward. Talent includes rapper, producer, and Harvard guest lecturer IDK; songwriter and poet Arlo Parks; auto body technician Tiegan Alysse; musician, artist and director Shugga; ceramist Shino Takeda; and MarcYeh, a writer and world traveler who is creating a new hiking culture in Taiwan. At the center of the campaign is an anthem film narrated by the queen of hip hopsoul, Mary J Blige, who herself epitomizes what it means to be bold.
“Bold is fearless and confident, but it’s also being brave enough to pick up and start again,” said queen of hip-hop soul, Mary J. Blige, who narrates the anthem film. “These are words that represent my life. I’ve loved Timberland from the time I was a girl – and I really embrace the message of this campaign, that boldness lives in all of us.”
“Timberland was built on a foundation of being bold – starting with the birth of our iconic boot, designed to take on the harsh elements of New England,” said Drieke Leenknegt, Chief Marketing Officer for Timberland. “The people we’ve tapped for this new campaign represent the same spirit of boldness that’s at the heart of our brand: believing in something, setting a course, and getting to work to move the world forward.”
The campaign comes to life through a carefully orchestrated four-phased approach that is at once global in scale and hyper-localized, meeting consumers in the cities where they live. It opens with an attention-grabbing digital, mobile and out-of-home tease campaign, followed by the reveal of the bold brand anthem, guerrilla marketing in key cities, and finally a product campaign, which showcases bold new products such as the GreenStrideTM Turbo Hiker and the iconic Benton Waterproof 3-in-1 Jacket.
The creative throughout draws inspiration from archival Timberland ads that sparked interest over the years with their progressive, bold and often irreverent attitude.
From advertising to retail execution, the Built for the Bold campaign reflects the work of a best-in-class collaborative of partners including creative brand consultancy INDUSTRY and creative agency Rosie Lee. The anthem film was directed by award-winning filmmaker Iggy London.
“In an era of reinvention, Timberland is connecting with its consumers like no other brand in the world can – bringing outdoor culture, work culture, hip hop culture and expression together in a meaningful way,” said Oved Valadez, Co-Founder and Executive Creative Director for INDUSTRY. “We’re grateful for the opportunity to partner with Timberland on this campaign from strategy to creative to execution, and to help shape a powerful narrative for the brand.”