A new social video series campaign, called ‘Your City, Your Nature’, from the outdoor retailer builds on its ‘Nature Needs heroes’ global platform, launched earlier this year.
Working with agency Pereira O’Dell, the ‘Nature Needs Heroes’ platform is based on a commitment to a greener world and which seeks to engage a young, urban, and fashion-conscious audience.
The initiative aims to explore and recontextualize the very meaning of ‘nature’ and the new creative presents the human community as a form of nature.
It targets seven key cities across the USA and Europe and features a group of endorser artists: each representing a different: Joey Purp from Chicago, Radamiz from New York City, Andrea Valle from Philadelphia, Che Lingo from London, Abby 6ix from Milan, Luidji from Paris, and Kwam. E. from Hamburg.
These artists are up-and-coming talents spearheading change who are open to offering intimate access to their life, art and their communities and each online film in the campaign’s series seeks to tell an inspiring story about each artist’s impact on their own community.
In each video, the featured artist tells an inspiring story about his or her local impact. We feature real people leading real change.
The campaign was developed for Timberland by Pereira O’Dell where the agency team included Creative Chairman PJ Pereira, Chief Creative Officer Rob Lambrechts, Executive Creative Director Nick Sonderup, Creative Director Jake Dubs, Associate Creative Directors Jordan Young and Rachel McElrath, Senior Art Director Perry Morton, Managing Director Mona Gonzalez, with Brand Director Erin Shanahan, Brand Supervisor Tiaan De Nysschen, Executive Producer Jon Serna, Producer Molly Harrower, Head of Strategy Tom Naughton, Strategy Director John Redmond, Director of Business Affairs Camara Price and Business Affairs Executive Shay Davis.
Comment:
It was earlier in 2019 that Timberland and Pereira O’Dell unveiled the new global platform ‘Nature Needs Heroes’ – again introduced through a series of individually focused online films.
There are interesting global strategic parallels between Timberland’s specific urban centre local targeting focus and Nike’s current key city strategy launched in 2017 (see case study).
Links:
Timberland
https://www.youtube.com/user/timberland
https://www.facebook.com/Timberland
https://twitter.com/#!/Timberland
https://www.pinterest.com/timberlandboots/
Pereira O’Dell
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