Brand calls on global network of change makers, including Mary J Blige and Arlo Parks, to remind us that the future belongs to those who embrace their bold.
Today Timberland launches 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. The campaign taps a global network of change makers to help redefine what it means to be bold, and cements Timberland’s place in culture as the work- and outdoor-inspired brand that fuels the bold lifestyle.
Built for the Bold challenges the convention that boldness is reserved for those who are fearless, loud and strong. On the contrary, boldness often manifests in moments of humility, creativity, and quiet perseverance – when we simply roll up our sleeves and get it done.
Bringing together the worlds of work, outdoor and lifestyle as only Timberland can, the campaign gives voice to a diverse line-up of emerging and established change makers who embrace their inner bold, unapologetically and on their own terms, to move the world forward. Talent includes rapper, producer, and Harvard guest lecturer IDK; songwriter and poet Arlo Parks; auto body technician Tiegan Alysse; musician, artist and director Shugga; ceramist Shino Takeda; and Marc Yeh, a writer and world traveler who is creating a new hiking culture in Taiwan.
At the centre of the campaign is an anthem film narrated by the queen of Hip Hop soul, Mary J Blige, who herself epitomises what it means to be bold. “Bold is fearless and confident, but it’s also being brave enough to pick up and start again,” said queen of hip-hop soul, Mary J. Blige, who narrates the anthem film. “These are words that represent my life. I’ve loved Timberland from the time I was a girl – and I really embrace the message of this campaign, that boldness lives in all of us.”
Local authenticators are also playing an important role in the new Timberland campaign. Timberland reached out to 3 change makers in European Cities: Paris, Milan and Berlin. Jihene Grae based in Paris is a multidisciplinary artist who never stops striving. She uses her work to support women in the underground scene and promote club culture in the dance world. Professional portrait photographer, model and founder of The Good Neighbourhood Collective, Jon Bronxl based in Milan works to support BI-POC creatives behind and in front of the camera, changing the industry for the better. Adam Cotorceanu located in Berlin formed Dirty Roots, home of indoor plants and iconic sphere planters, which focuses on beneficial growing practices and limiting the use of harmful substances such as plastics, pesticides and chemical fertilisers. At its core, Dirty Roots was founded to make plants accessible to all. By overcoming the barriers that stop people growing their own plants, everyone can benefit from the numerous physical and mental health benefits of a green home, especially in a crowded urban environment
In London, Timberland will also be encouraging locals to roll up their sleeves and unleash their bold with a series of hyper-localised events available to the public. Championing the fearless talent London has to offer, Timberland will be kicking off their stream of workshops with an open mic night, ‘UD presents ‘Bold Steals the Spotlight’ in partnership with London-based music organisation United Development on 14th September at Village Underground, Shoreditch. Bold moves will continue to be made at Village Underground from Thursday 15th September to Sunday 25th September as members of the public will also be able to get creative with product customisation and street art workshops, a planting workshop with Mr Plant Geek and a city hike in partnership with London National Park City Rangers. For those looking to get involved and embrace their inner bold please see HERE
“The Built For The Bold ethos will be launched by unexpectedly taking over a culturally iconic landmark music venue: Village Underground in Shoreditch. A line up of hyper-localised events in the area call on the local community to roll up their sleeves and unleash their bold. The Brand is partnering with key change makers and artists that share our values such as musician Arlo Parks, ‘Hortripeneur’ Mr Plant Geek and street artist Roo, marking this new era for Timberland’ said Giorgio D’Aprile, VP Marketing Timberland EMEA.
The campaign comes to life through a carefully orchestrated four-phased approach that is at once global in scale and hyper-localised, meeting consumers in the cities where they live. It opens with an attention-grabbing digital, mobile and out-of-home tease campaign, followed by the reveal of the bold brand anthem, guerrilla marketing in key cities, and finally a product campaign, which showcases bold new products such as the GreenStrideô Turbo Hiker and the iconic Benton Waterproof 3-in-1 Jacket.
The creative throughout draws inspiration from archival Timberland ads that sparked interest over the years with their progressive, bold and often irreverent attitude.