Timberland has launched a weeklong celebration for the 40th anniversary of its Yellow Boot called “Best Then, Better Now”.
“Through our Best Then, Better Now campaign, we celebrate a very special milestone for Timberland while sharing our inspiration towards craftsmanship and product innovations that are relevant to today’s generation said Daisy Tan, general manager for Timberland, Singapore and Malaysia.
The centrepiece of the campaign was a weeklong Workshop at Center Court Midvalley where customers have the option of getting their newly purchased boots customized for free by local artists Art Misfits.
The Workshop was crafted with local artisans KONTAK! and was made from recyclable and reusable materials.
Online, a Facebook contest “Timberland Heritage Walk” engaged fans with daily prizes and a chance to win RM400.
The celebration culminated in the Fall/Winter ’13 runway show, where Workshop artisans also created the stage and runway from repurposed and reusable materials.
A Photo Booth with printing services was made available to spectators who wanted a memento. The catch: posting their photo to Instagram with #tbl40.
Timberland told A+M that the brands collaboration with “millenial artisans” Kontak! and Art Misfits was perfect to showcase Timberland’s core values of style, performance and sustainability, a less-known Timberland value.
It also squares perfectly with Timberland’s target market of young, urban males.
BrandThink took on all duties for this campaign.