Timberland campaign strengthens outdoor brand

Timberland is launching a new campaign aimed at re-establishing its values as an outdoor clothing brand. The first of three executions breaks on Sunday (August 24).

The campaign is the first work created Leagas Delaney since it won the £5m account earlier in the year. The first ad, called Podium, shows a man’s ascent up a mountain to reach his “personal podium” at the summit, with the reward of a breathtaking view.

It will launch during the European Grand Prix in Valencia this weekend, but will also appear in 250 cinemas, to coincide with the release of Ben Stiller’s action comedy Tropic Thunder. An online banner advertising campaign links to an online game called Unexpected Obstacles.

In June, Timberland split its media account between the7stars, which handles media buying, and Naked Communications, which handles planning. The account was previously held by Initiative.

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