timberland presents: timberland stoop
agency: game seven

challenge

how can we develop an IRL experience in NYC throughout F/W 2022 that drives brand awareness, sales, and community engagement with a focus on the new brand narrative, “built for the bold”?

opportunity
create a mobile unit that can travel easily across the 5 boroughs— allowing timberland to connect with consumers IRL in meaningful ways both safely and purposefully amid ongoing COVID-19 restrictions.

approach

we created an interchanging mobile set inspired by the backdrop of new york, but designed to stick out in every neighborhood. pulling from the elements that make the city special, the mobile set reimagined new york through the lens of timberland. we created a stoop for consumers to sit on, a merch station for attendees to customize timberland product, and workshops for attendees to engage with community leaders.

each weekend, we developed programming focused on connecting directly with local communities throughout NYC. those experiences included community givebacks, custom merch designed by NYC-based artists, and creative workshops hosted by local community members.

partners included: stanley steel, snoeman, ohmiamore, deadass beekeeping, and inner city ranger.