Doing good is at the core of the Timberland brand. It’s something people expect of us. Ever since the launch of Timberland Earthkeepers, plastic bottles have been our nemesis. We chased a plastic bottle through the woods and city streets to recycle it, invited consumers to play bottle crusher and challenged the industry to create footwear more responsibly–using recycled water bottles for insoles, outsoles and laces. In Spring 17 Timberland took it a step further, creating a line of lightweight boots, shirts and bags using Thread’s innovative Ground to Good™ recycled plastic bottle fabric. Partnering with Thread gave us the opportunity to once again feature the plastic bottle, this time transforming it from a foe into a friend.
Every yard of Thread Ground to Good™ fabric is made from recycled plastic bottles reclaimed from the streets and landfills of Haiti, making it one of the most responsible fabrics on the planet. Each product made with Thread fabric contributes to a cleaner planet and supports a vibrant network of dignified jobs in the developing world and the United States.
The Timberland x Thread partnership was creating real impact on peoples lives and the product was cool with just the right mix of youthful styling and thoughtful craftsmanship. Although the product line was small and it had no real marketing budget for sell-in or sell-through, we knew this was a story we needed to find a way to share.
Since this story would start small both instore and in digital, so we needed a simple visual that would quickly let consumers know that this product was different. And it would be great if we could pull it off on a shoestring budget.
How do you tell the story of a water bottle, made into a thread that weaved into a fabric that makes these products? Our idea was to show the bottle spinning down into a thread that builds up the boot–our hero product for the line. It’s a simple graphic that we could produce with no real budget hit.
The bottle-to-boot concept was a fun, digital animation that translated well to an instore front and forward display. A three dimensional Thread logo was wrapped in thread and paired with the hero footwear skus. A bottle was wrapped in the same thread with strings attached to the footwear. Additional signage told a more in-depth story of the Timberland x Thread partnership.
It worked. Consumers (and the press) loved the story and the product line. They understood right away that this was different. It was good. Thread Ground to Good™–delivering good with every fiber.
The next season, we wanted to tell the whole story. We wanted to show that Thread was more than just a fabric. It’s more than just recycling bottles. It leads to a greater good – ending poverty.
It’s the name of our partner, it’s what bottles are turned into, and it’s what is sewn into the fabrics we use—THREAD. For this campaign, we brought thread to life. We used a green thread to connect our products to the people who helped make them. We let them tell their stories with a focus on how their lives have changed for the better, showing consumers their purchase decisions can make a difference.
The green Thread carries through all activations, tying the people to the product throughout all touch points. Box insert cards were cut from a piece of natural Thread fabric. The inbox cards featured an image of one of our Haitian partners and a personal message (in their own words) thanking the consumer for buying the product. On the reverse side, we show the message in Haitian creole. Green thread is sewn into the card, connecting the campaign.
The Thread x Timberland site featured the key video in the hero space so consumers could dig into the story. A product tray was underscored by the natural thread fabric (a big part of the press coverage the previous season). Our green thread carried down into the human impact stories of our three Haitian partners.
We created a series of videos following the Thread through the lives of real people. We showcased each persons role in the process and shared how their lives have been positively impacted by the Thread x Timberland partnership. This is not a boot. This is change.
This is not a boot. This is change. Timberland x Thread bring you fabric made from recycled plastic bottles. Not only are we cleaning up the environment, but we’re creating jobs and impacting lives.
Meet Sevenet. Through his work with Thread, he has been able to build his own business with 200 employees and clean up his community.
Meet Mirlande. Through her work with Thread, she has been able to send her daughter to school and support her family.
Meet Clenord. Through his work with Thread, he has been able to build a house, build his family and create more jobs for other people. See how his life has changed for the better.
THE TEAM
Creative Director: Ali Pike
Visual Designer: Casey Lynch
Copywriter: Scott Landry
Video Director: Scott Landry
Visual Merchandising: Amy Tauchert
Project Manager: Molly Collins