2024 Winner

CASE SUMMARY

Timberland Canada is a brand that cares deeply about the environment, and is committed to innovation and sustainable business practices; however, despite the fact that their logo is a tree, Canadian audiences have low awareness of the brand’s core values – even though they share these very same values and are drawn to like-minded brands.

To solve this lack of understanding, Timberland knew they couldn’t simply educate audiences with messaging or opportunistic activations that might come across as greenwashing. To change the perception of jaded audiences, they had to act meaningfully, authentically, visibly and impactfully.

The brand committed to identifying real world problems in need of solutions that aligned with Timberland’s values and allowed the brand to meaningfully make a difference. Hurricane Fiona’s devastation of Atlantic Canada arose as such a problem.

In its wake, 1 in 3 East Coast Canadians were struggling to meet their basic needs, fundraising efforts were insufficient and communities were struggling to rebuild. Timberland Canada wanted to respond.

The brand’s goal was to do something innovative that would make a real difference and forge an authentic connection with socially conscious audiences beyond sustainably designed products. Timberland wanted to demonstrate leadership in eco-conscious culture, creativity, resourcefulness, and showcase the brand’s commitment to using human ingenuity to do better.

Crucially, this was not a pre-planned initiative but a proactive response by the brand to an immediate crisis. Their dual challenge was to react in a meaningful way and to do so with a modest budget of $27,000, quickly reallocated from other planned marketing initiatives.

The fallen trees left in the wake of hurricane Fiona were an untapped resource, ripe for harnessing the power of creativity to transform the climate catastrophe into something positive and uplifting.

“Made from Fiona” inspired artists to transform fallen trees into artwork and compelling symbols of resiliency and hope, which would be auctioned off to help a struggling community rebuild and evolve the audience's brand perception as environmentally credible.

At the heart of the campaign were collaborations with local artists who transformed fallen trees from Hurricane Fiona into artwork, brought to life through the fusion of rich storytelling and compelling narratives. The stunning stories and original artwork not only captivated the nation but also instilled a deep sense of pride within the community, reframing hardship into collective hope.

The brand crafted messages that resonated with audiences and encouraged them to either bid on the artwork or make direct donations through their website. Underpinning it all was Timberland’s deep commitment to sustainability, environmental impact and community resiliency.

After months of development, the brand launched the campaign on the one-year anniversary of Hurricane Fiona, pitting the brand’s positive narrative against the prevailing negative messages about ongoing despair. This strategic timing ensured that the brand’s initiative stood out as a beacon of hope. Timberland’s contribution was highlighted by the media as “a silver lining in the storm's aftermath.”

A pivotal partnership was formed with United Way Halifax, the primary organization dedicated to the rebuilding efforts post-Hurricane Fiona. Their involvement was crucial in extending the campaign's reach through shared communication channels. Collaborations with local artists became the cornerstone of the brand’s earned media strategy, sparking significant media interest.

These partnerships facilitated widespread coverage and interviews by major outlets including The Canadian Press, Global News, CBC Listen Podcast, Sharp Magazine, and various local news platforms. This collaborative approach also added to the credibility of Timberland’s initiative.

Media outlets were drawn to the brand’s narrative of resilience and rebirth, and eagerly amplified their message. This broadened the brand’s reach and shifted public attention to the brand’s call to action: "Help Nova Scotia rebuild. Bid on these unique pieces at MadeFromFiona.ca."

The brand’s approach demonstrated how a potent creative idea, timed strategically and paired with compelling, positive stories can transform a media landscape, turning a somber anniversary into a moment of collective action and optimism.

The campaign’s earned media achieved more than 1,676% return on earned versus paid media. It garnered over 15 million impressions across 65 national news outlets and saw more than 489% increase, with a +32% lift in positive sentiment.

“Made From Fiona” raised significant funds for United Way Halifax, contributing $37,700 directly to community rebuilding efforts and brand health tracking is in place and results are expected later this year.

The campaign significantly elevated Timberland’s visibility and deepened brand familiarity. Results exceeded their planning goals, demonstrating eco-conscious leadership and credible community partnerships.

Additionally, unprecedented earned media established new benchmarks for Timberland.

Credits

Client: Timberland® Canada
Head of Marketing: Josh McKellar
Digital Marketing Coordinator: Lianne Wing-Martins

Agency of Record: King Ursa
Executive Creative Director: Grant Cleland
VP, Strategy: Jenn Green
Associate Creative Director: Kevin Hoessler
Associate Creative Director: Steven Tiao
Senior Copywriter: Jayar Green
Junior Copywriter: Miya Thomas
Junior Art Director: Gigi Fernandez
Intermediate Designer: Matthew Spence
Junior Designer: Koby Sabado
Account Supervisor: Ellen Fitzhugh
Account Coordinator: Justin MacPhee
Project Manager: Shlomoh Divekar
Social Strategist: Emily Freeman
Media Strategy Director: Valentina Dybka
Director of Analytics: Ray Kwong

Production Company: King Ursa
Agency Producer: Caroline Hicks
Director: Charlie Hill
Director of Photography: Max Mezo
Storm Chaser: Max Olson
Editor: Nick Denisov, Charlie Hill, Michael Kolberg
Photographer: Johanna Matthews
Storm Photography: Frederic Wolf

Post House: ARTJAIL
Colourist: Kevin Wu
Producer: Alison Maxwell

Audio House: Vapor Music`
Executive Producer: Kailee Nowosad, Kat Stewart
Executive Creative Director: Joey Serlin
Creative Director/Engineer: Andrew Harris
Sound Designer: Dave Worthen

Public Relations: Blue Door Agency
Chief Executive Officer: Laura Silver
Associate Director: Melissa Prince
Associate Director: Alessandra Seca