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Built For Good

Timberland partnered with Mega to develop the creative direction for their 2022 holiday campaign. The delivery included photo and video direction, messaging strategy, type and layout guidelines, and a robust set of campaign visuals for use across digital and retail channels.

The staged campaign highlighted four key product launches with seasonal sales moments and refreshed messaging throughout the calendar. All the creative we delivered supported the overarching concept of “Built for Good."

Campaign Strategy, Messaging, Art Direction, Retail

Campaign Narrative

Working with partners at Timberland and our talented writer, we explored the dual meaning behind “Built for Good”, and tested it as our primary consumer-facing headline. The line encompasses Timberland’s commitment to building durable, sustainable product, while also speaking to a selfless spirit of giving during the holiday season.

Evolving For Digital

The stark, bold graphic direction we established as the foundation for the Built for Good campaign then needed to be extended throughout a wide range of digital applications. From newsletters, to social posts, to web—the guidelines we constructed helped demonstrate a simple, cohesive approach to a wide variety of executions.

Creative Partners

Special thanks to Joe Rogers: Copywriting, Izzy Berenson: Art Direction, Karen Collins: Photography, Julina Grace: 3D/Environmental, and Kyle Smurdon: Video Editing & Motion.