Who: Timberland, with King Ursa for strategy and creative.
What: “Made From Fiona,” a new corporate social responsibility campaign to provide assistance to Nova Scotians as they continue to recover from the devastating impact of post-tropical storm Fiona, which caused billions of dollars in damage when it slammed into Atlantic Canada last year.
When & Where: The campaign is anchored by a four-minute hero video that is currently running on Timberland’s YouTube and Instagram channels (the latter complemented by a 30-second trailer), as well as a dedicated MadeFromFiona.ca website.
Why: Timberland has a longstanding commitment to make products responsibly, strengthen communities, and protect and enhance the outdoors. The brand describes itself as a champion of both nature and the people who push the world forward, such as builders, artists, creators and eco-conscious individuals.
Recent years have seen the company launch programs such as 2019’s “Nature Needs Heroes” campaign, which included a pledge to plant 50 million trees globally by 2025, and last year’s “Built for the Bold” campaign calling on adventurers to harness their boldness and reshape the world.
While those campaigns were more broad-based initiatives, the effort is specifically intended to raise funds for the United Way of Halifax, while highlighting the resilience of Canada’s east coast and use the power of Timberland’s brand to promote artists who best represent its values.
How: Among the most visible damage caused by Fiona was the loss of thousands of trees across the province, including a famous red oak that stood outside the village of Shubenacadie said to be 300-years-old. King Ursa enlisted a diverse array of creators, including a visual artist, a furniture maker and a wood sculptor, to create distinctive pieces made from some of those fallen trees.
Accompanied by video and still shots showing the force of Fiona, the video follows the artists as they create the one-of-a-kind pieces available for auction on the Made From Fiona website: A chair named “Solace” that it says has a market value of $30,000, an intricate wood sculpture called “Rebirth” that has a market value of $7,000, and a relief print called “Uprooted” with a market value of $600.
Other than a “Timberland Presents” message, some fleeting shots of the creators wearing its products, and a closing visual of its logo, the company has a minimal presence in the film.
And we quote: “At its core, Timberland has always been rooted in the outdoors, making sustainable products that help people move the world forward. Rather than letting downed trees become wood chips, we seized the opportunity to create something beautiful and help the community rebuild. Partnering with local artists who were already fans of our brand made it a naturally impactful endeavour.” —Josh McKellar, Timberland Canada