Timberland
Nature Needs Heroes Tour
Sure, it's an iconic boot. But Timberland also uses sustainable materials and plants millions of trees. Problem was, no one knew buying a shoe could mean helping Earth.
To transform perceptions, my agency created a giant bootprint in New York and Boston. We partnered with influencers and non-profits to bring the brand mantra, "Nature Needs Heroes," to life. Each tread was made from an awning that covered a different brand experience where visitors could become heroes themselves.
I helped develop the concept, marketing, and on-site messaging, leading with the event rally cry, “Leave Your Mark.”
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. To engage passersby, 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
