Timberland Recycles Campaign, Literally

BOSTON Timberland this week launches a push in Boston and Providence, R.I., supporting its Earthkeepers collection of footwear.

Like the footwear, the campaign takes pains to be environmentally friendly by using recycled materials and, in a move the Stratham, N.H., company calls an industry first, reducing carbon dioxide emissions.

Timberland said it would offset the carbon dioxide emissions associated with the commercial transmission of the campaign—across television, radio and the Internet—with wind power generated in Massachusetts and New York facilities. Billboards will be repurposed into tote bags for sale at Timberland outlets, and other print materials will be recycled following the campaign.

“As a company with a long outdoor heritage, Timberland is committed to minimizing its environmental footprint in everything from manufacturing to distribution to marketing,” said Carol Yang, client vp, global marketing.

One TV spot shows a man walking safely into a wall of rain. The voiceover states: “Tread fearlessly. And lightly. The new Earthkeepers boots from Timberland, made with recycled materials.” (Even the ad is recycled, having run in Europe last year.)

The outdoor effort includes an update of the traditional “Mobius Recycled Loop” using the new boot and graphic representations of the boot shaped from recycled bottles and tires. A “station domination” at Boston’s South Station, as well as billboards, trolley cards, bus shelter ads and mall banners, are planned. Online iterations will run on Boston.com and Yahoo!

Havas’ Arnold in Boston fashioned the creative, while the MediaHub unit of IPG’s Mullen in Wenham, Mass., developed the electronic media plan and worked with Timberland’s environmental team to calculate carbon offsets. Mullen rejoined Timberland’s roster in July, supplanting AllScope Media in New York.

The client spent about $5 million last year in domestic measured media, per Nielsen Monitor-Plus.