The campaign created by Leagas Delaney consists of TV, print and online work, and supports Earthkeepers apparel, which was established to demonstrate the company's environmental values.
The comical 30-second ad called 'Friends', depicts two hikers walking through the wilderness with only one being spared the pain of angry bees and wild dogs because he is wearing Earthkeeper boots. The idea is to inspire consumers to rethink their attitude toward the environment.
The activity also includes retails promotions, online social network tools and company service days where Timberland employees will engage with green products in their local area. Online activity through interactive games and banner ads will also support the campaign.
.jpg)
.jpg)