Timberland puts passion for outdoors on a pedestal

Singapore - The Timberland Company will launch a regional advertising campaign comprising of TV, print and online to celebrate its outdoor roots.

The campaign, which was created by newly appointed agency Leagas Delaney, debuts during the Beijing Olympics with a 60-second TVC titled 'Podium'. Leagas Delaney chairman Tim Delaney, said, "Timberland is an iconic global brand and our campaign aims to build on that status by taking Timberland back to its roots. The first spot ambushes the huge Olympic audience to make a powerful statement about how Timberland consumers feel about the outdoors."

The ad runs in China and across several Asian markets including Singapore, Malaysia, Japan and Taiwan. 'Podium' will also be supported by a video of the 360-degree view of the shooting location in British Columbia, Canada as well as an interactive game called Unexpected Obstacles.

"The outdoors is, and always has been, a fundamental part of Timberland's DNA. Underscoring the fact that Timberland is born of the outdoors, the new campaign celebrates the environment and what it means to experience the outdoors," Carol Yang, Timberland's VP of global marketing said.