Timberland
Nature Needs Heroes Tour
Timberland had a problem: Few knew about their fight against climate change.
So we took over city centers in New York, Boston, and Chicago with a gigantic bootprint—a literal way to show what Timberland stands for.
Inside the bootprint, guests talked with environmental influencers, potted baby trees, shopped sustainably sourced boots, and more. This intimate engagement connected with consumers to change perceptions. It inspired passersby to choose responsible products and encouraged them to "Leave Your Mark."
I helped develop the concept, rally cry, publicity materials, and on-site experience.
A Look at the Event
The bootprint from above
The entrance
Inside the bootprint
Hero Quiz
Visitors joined in by pledging to help the environment. I pitched a quiz that made pledging personal and fun. Our hero quiz tied the product to the pledge and drew inspiration from the 9 enneagram types, ensuring results would be accurate.
Event Signage
Equal parts navigation and inspiration
