The Heart and Sole of It

Martin Combines Timberland’s Beliefs and Boots
BOSTON–The Timberland Co.’s new print and outdoor advertising campaign, which positions the client as a footwear maker first and a do-gooder second, seeks to build a bridge linking “boots, brand and beliefs.”
Created by The Martin Agency in Richmond, Va., the campaign strives in “direct and straightforward language” to make the client’s corporate philosophy toward volunteerism as fashionable and, perhaps, durable as the products it sells, said Timberland marketing vice president Ken Freitas.
An eight-page insert broke in yesterday’s New York Times Sunday Magazine and is scheduled to run in Vanity Fair and Fast Co.