Bootisms capture the essence of a boots first mentality–”you don’t put boots on to be idle…you put boots on to get stuff done.” Bootisms are all about attitude, and position Timberland as THE boot brand. #bootsims
This social first campaign was focussed on, but not limited to, the Original Yellow Boot. The campaign leveraged user generated content, pr images and typography driven boot mantras to extend the campaign beyond the existing heritage and seasonal boot photography. This allowed us to create in the moment content in response to social/pr momentum and current events. The campaign kicked off with a week long #bootism social takeover.
The launch coincided with the opening of Timberland’s Portland store. With an irreverent boots on attitude, the store opening bootisms give a shout out to our sneaker friends in Portland.
Campus specific bootisms were served to nearby Stanford students.
The campaign extended to store opening barricades for all new stores and renovations and included throughout store environments.
The campaign continued through store barricades, dressing room wall graphics, inbox and event materials like stickers and coasters, email programs, and social activations–including general campaign and location based store snapchat filters.
THE TEAM
Creative Director: Ali Pike
Visual Designer, Campaign: Helena Olsen
Visual Designer, Snapchat Filters: Scott Holt
Visual Designer, Instore: Lori Lavoie
Copywriter: Mike Abenante
Project Manager: Barbara McCaffrey