Timberland launched a new global campaign titled "Timberland from A to Z", which explores how the brand managed to span five decades and become part of culture. The campaign presents the brand's story through a dictionary concept, transforming Timberland's legacy into a complete narrative.
The campaign is built from the communities, movements and figures that over the years identified with the brand. This approach allows Timberland to show not only the evolution of the product, but also how it became a cultural icon.
The campaign's goal is to answer the question of how a simple boot managed to transform into a globally recognized symbol. Timberland uses its own historical journey to demonstrate the impact the brand has had in different social and cultural contexts.
