All Feet On Deck

The Challenge:
Timberland had lost its focus as a brand and needed help getting back on track. Traditionally Timberland had started out as a boat shoe brand and over the years had become an urban culture classic.

The Solution:
We needed to return to our roots in the ocean and set an ambitious goal. Timberland aims to become the number one outdoor adventure apparel brand by 2020. To do this we needed to remind consumers of what Timberland stands for and its heritage in ocean / boating footwear.

The Idea:
We wanted to create a strong, brand focused call to arms to put Timberland back on top. “All Feet On Deck” serves a dual purpose of reminding customers what Timberland stands for and incentivises purchase as a strong call to action. We also wanted to get consumers interacting with the brand and products through a brand experience that demonstrates the shoes and their benefits.