Brief
Timberland is undoubtably an iconic fashion brand, but in recent years brand awareness and market share had fallen amongst a youth audience who were seeking brands committed to lowering their impact on the environment. Timberland needed to find a way to communicate with this audience in a credible, engaging and entertaining way.
Idea
We knew we needed to find an authenticate way to communicate this commitment, so we turned to Timberland's rich hip-hop heritage to find the answer. We teamed up with award-winning British musician Loyle Carner and National Park to explore the subject of urban greening.
Execution
In partnership with MTV, we created Concrete Green, a feature-length documentary following Loyle Carner as he returned to Thornton Heath, South London, to transform a local space into a community green hub. Along the way, he met leading urban greening advocates to explore how green spaces can boost wellbeing, creativity, and community.
