Timberland: Your City, Your Nature by Pereira O'Dell

Client: Timberland
Date: Nov 2019
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Pereira O’Dell has launched a new campaign for renowned outdoor retailer Timberland. Earlier this year, Timberland announced its new global platform, “Nature Needs Heroes.” Pereira O’Dell leveraged the Nature Needs Heroes platform and commitment to a greener world to help Timberland reach a young, urban, and fashion-conscious audience. In concepting the campaign, Pereira O’Dell aimed to help recontextualize the meaning of “nature.”

The creative presents community as a form of nature, honing in on seven key cities. It features a handful of artists, each one representative of a different city across the U.S. and Europe: Joey Purp from Chicago, Radamiz from New York City, Andrea Valle from Philadelphia, Che Lingo from London, Abby 6ix from Milan, Luidji from Paris, and Kwam. E. from Hamburg. The artists, for the most part, remain up-and-coming talents without hundreds of thousands of followers, allowing for intimate access into their lives, work, and communities. In each video, the featured artist tells an inspiring story about his or her local impact. We feature real people leading real change. You can check out the spots here:

Credits

Agency: Pereira O’Dell

Creative Chairman: PJ Pereira

Chief Creative Officer: Rob Lambrechts

Executive Creative Director: Nick Sonderup

Creative Director: Jake Dubs

Associate Creative Directors: Jordan Young, Rachel McElrath

Senior Art Director: Perry Morton

Managing Director: Mona Gonzalez

Brand Director: Erin Shanahan

Brand Supervisor: Tiaan De Nysschen

Executive Producer: Jon Serna

Producer: Molly Harrower

Head of Strategy: Tom Naughton

Strategy Director: John Redmond

Director of Business Affairs: Camara Price

Business Affairs: Shay Davis

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