Timberland introduced a fully integrated advertising campaign that utilizes dance and movement to showcase the flexibility and style of its proprietary SensorFlex comfort system.
The brand enlisted up-and-coming dancer/choreographer Virgil Gadson, a Philadelphia native who was a finalist on season 12 of the Fox show “So You Think You Can Dance,” to serve as front man for the campaign. Demonstrating the flexibility of his craft, Gadson is photographed against a city backdrop in a deep backbend wearing the featured Timberland Killington Sneakerboot.
Timberland launched the campaign, and the brand’s spring 2017 collections, last night at New York City’s performance venue The Box. Each dance was specially choreographed to highlight the cSensorFlex comfort system.
“When people think of Timberland, words like ‘rugged’ and ‘heritage’ and ‘quality’ tend to come to mind – and those are great attributes for a brand to have,” said Jim Davey, vice president of global brand marketing for Timberland. “But the spring SensorFlex campaign showcases a new Timberland with lighter, more modern looks that can be worn in all four seasons, day to night, for any occasion. Highlighting flexibility in a dramatic and powerful way is a great way to surprise consumers with the versatility of the Timberland brand.”
Timberland’s spring 2017 marketing campaign includes print layouts in the March and April issues of GQ; out-of-home executions including train wraps, bus wraps and digital takeovers; and robust digital media activations, including interactive mobile ads that invite consumers to test the flexibility of the SensorFlex comfort system on their smartphone.
Beyond the core advertising, Timberland is engaging a roster of more than 50 digital influencers from across the U.S., to showcase the men’s Killington sneakerboot, as well as the women’s Kenniston 6-inch boot, on social media. The brand is also producing a video series that spotlights expressions of flexibility through dance, sport, music, fashion and lifestyle, which will round out the campaign later this month.
The campaign, which launches mid-February, was created and art directed by Timberland’s creative agency of record, Pereira & O’Dell. Media strategy and execution are being led by Timberland’s media agency of record Assembly. Coyne PR, Timberland’s PR agency of record, is spearheading the PR campaign, as well as the influencer program in partnership with Cycle.
Photo courtesy Timberland
