BOSTON Winsper has launched a campaign for Timberland Pro that shows the brand measuring up to tough challenges. The work also introduces an abrasion-resistant leather used in the company's latest work boots.
"Our aim in the ad campaign is to position the working professional as hero," said Steve Bautista, creative director at Winsper, an independent shop in Chestnut Hill, Mass. "Every ad is a celebration of what it takes to get a tough job done and how Timberland Pro helps professionals do that job."
Ads are tagged "Measure up" and tout the boots' EverGuard leather, which the company said is 10 times more abrasion resistant than traditional leather.
Print attempts to capture the realism of rough environments with one ad showing workers inside a concrete construction project. The headline reads, "Timberland Pro PowerWelt. Just jackhammer them off when you get home." Another ad shows a rhinoceros covered in the boots' EverGuard leather to symbolize the toughness and durability of the material.
The work launches in the October and November issues of consumer and vertical print media. Point-of-purchase and out-of-home materials are also in the mix.
Bautista served as copywriter and cd on the effort; Brian Fandetti handled art direction. Jim Erickson photographed the campaign.
Winsper added the brand this year following a review [Adweek Online, Feb. 7]. Billings were not disclosed, but the Stratham, N.H., client is expected to spend $2 million to advertise the Pro brand this year.
Separately, the 25-person shop said it has added three staffers to its core team: brand strategist J.D. Norman, business development manager Sarah Rodgers and senior account supervisor Kris Keihn.
Led by New England agency veteran Jeff Winsper, the shop handles a mix of online and offline assignments. Clients in addition to Timberland Pro include Bombardier, Exeter Hospital, Hawker Jets, Pilatus Aircraft, Raytheon Aircraft, Siemens Business Services and UBS.