Agency: Sky Media, MTV, PHD and DRUM
"Having seen their consumers get older and competitors starting to steal their thunder, Timberland set out to create a new brand icon, revive the brand’s connection to hip-hop culture and bring its sustainable roots back to life. All with a uniquely British flavour.
In partnership with the coolest channel on the block MTV, we created a two-part TV series called ‘Timberland presents: Concrete Green with Loyle Carner’ that would use the power of TV to tell the story of an aspirational young guy making a difference to his local area.
This resulted in a massive increase in sales for Timberland, a 100% sell-through on the Eurosprint trekker boot and 3 out of 4 viewers said the show changed their opinion of the brand and made them more likely to consider purchase."