Timberland is using outdoor imagery and humor to convey a message of environmental accountability in a new “Nature Needs Heros” ad campaign for print and television, interspersed with humor, for its Earthkeepers footwear. Each pair is made with 1.5 plastic bottles. The spots are slated to appear in Europe, Asia and North American during live sports, prime time and late night programming. As part of this international campaign, Timberland has created a microsite that uses a 3D camera for 360-degree imagery. It has also launched a “Virtual Forest” application on Facebook where anybody can create his or her own forest a thus lead the company to plant more trees in Haiti. Timberland wants to plant five million trees in the next five years. In a partly related matter, Timberland conducts its 13th annual “Serv-a-palooza” where more than 4,800 volunteers at 160 project sites generate 35,000 hours of service. Work includes classroom renovations in Zhuhai, China, and restoration of a wildlife reserve in London.
