CHALLENGE/PROBLEM
Help Timberland understand it's cultural equity within New York City.
KEY INSIGHT
Timberland is ingrained into the fabric of NYC culture through its history with hip-hop, proving its timelessness throughout generations but that equity is getting lost in translation.
OPPORTUNITY
Connect to the people who make the city what it is by paying homage to the heritage that emerged from New York City’s streets connecting their past to present through what Timberland has always been: timeless.
STRATEGIC RECOMMENDATIONS
With the crossover of the 50th anniversaries of the iconic yellow boot and the birth of hip-hop, there is a unique opportunity to connect at the grassroots level, a dynamic of NYC that is often overlooked.
With such a strong cultural equity rooted in the streets that made the city what it is, what if Timberland expanded their current "This is Not a Boot" campaign and flipped into the new "This is THE..." series, a new campaign with activations centered on executing an unprecedented level of resonance amongst New Yorkers, coming to life through 3 main activations. (Hip-Hop Walk of Fame Block Party, Legacy Video Content Series, and Local Storefront Takeovers)
