Timberland launches ‘Built for the Bold’
Timberland has today launched ‘Built for the Bold’; a call to doers and adventurers everywhere to work hard, live with passion, act boldly, and believe in their potential to move the world forward.
‘Built for the Bold’ features a diverse line-up of emerging and established talent in various fields and at the center of the campaign is an anthem film narrated by the queen of hip hop soul, Mary J Blige, who herself epitomizes what it means to be bold.
The campaign taps into a global network of “changemakers” to help redefine what it means to be bold, including rapper and producer IDK, songwriter and poet Arlo Parks, musician, artist and director Shugga, auto body technician Tiegan Alysse, ceramist Shino Takeda, and Marc Yeh – a writer and world traveller who is creating a new hiking culture in Taiwan.
Drieke Leenknegt, Chief Marketing Officer at Timberland, said: “Timberland was built on a foundation of being bold – starting with the birth of our iconic boot, designed to take on the harsh elements of New England.
“The people we’ve tapped for this new campaign represent the same spirit of boldness that’s at the heart of our brand: believing in something, setting a course, and getting to work to move the world forward.”
From advertising to retail execution, the Built for the Bold campaign reflects the work of a best-in-class collaborative of partners including creative brand consultancy INDUSTRY and creative agency Rosie Lee. The anthem film was directed by award-winning filmmaker Iggy London.
“In an era of reinvention, Timberland is connecting with its consumers like no other brand in the world can – bringing outdoor culture, work culture, hip hop culture and expression together in a meaningful way,” said Oved Valadez, Co-Founder and Executive Creative Director for INDUSTRY. “We’re grateful for the opportunity to partner with Timberland on this campaign from strategy to creative to execution, and to help shape a powerful narrative for the brand.”
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