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Timberland Pro campaign seeks more trade workers to help communities rebuild and thrive


By Kyle O'Brien, Creative Works Editor

August 22, 2019 | 4 min read

Builders and skilled tradespeople are dwindling in the US workforce. Workplace footwear and apparel maker Timberland Pro is seeking to get more people interested in trades with its ‘Always Do. Never Done’ campaign that highlights people rebuilding communities after a big fire.


Timberland Pro Rebuilders campaign

By 2028, more than three million skilled trade jobs will go unfilled, according to Deloitte and The Manufacturing Institute — the social impact arm of the National Association of Manufacturers. Timberland Pro wants to help close the skills gap by championing the trades and providing support for the next generation of skilled workers through two new spots as part of the campaign with The Martin Agency, along with new partnerships.

The first spot, ‘Rebuild,’ filmed at Paramount Ranch in California – an area hard hit by the Woolsey Fire in November 2018 – features a construction worker rebuilding a home in the fire-ravaged town, set to the voices of newscasters reporting on the widespread damage. It ends with text stating “Builders are even more important when they become rebuilders.”

The multiple skills necessary to be a farmer are demonstrated in the second spot, ‘Many Hats.' In the spot, a farmer is shown doing chores, but also being a welder, an IT tech, a data analyst, a vet and a power lifter.

The campaign is one piece of the brand’s larger 20th anniversary efforts that are designed to gauge the well-being of communities around the country.

“We lose sight of just how critical trade workers are to our livelihoods and communities,” said Jonathan Richman, creative director at The Martin Agency. “These are the people who go into disaster areas, helping others rebuild their memories and lives from the ground-up — and we want to raise awareness to the selflessness and service of these men and women.

“These spots are meant to inspire action, with avenues for contractors and the general public alike to get involved. These trades embody hope, integrity and heroism — all you have to do is see the work in action to know that and not take it for granted.”

“Trade skills have become woefully undervalued in recent years, while the services that trade workers provide have become increasingly vital,” said Bob Sineni, vice president and general manager for Timberland Pro. “This growing skills gap is especially apparent when disaster strikes and we look to skilled workers to repair our homes and communities.”

In addition to the campaign Timberland Pro has launched as a resource for people interested in assisting with rebuilding efforts across the United States. It has also joined forces with Generation T, an organization dedicated to rebuilding the trade industry and equipping trade workers with the skills they need to succeed.

Timberland: Always Do. Never Done by The Martin Agency

By Timberland

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