Timberland PRO is an industry leader of premium-quality footwear for working professionals who require the best comfort and protection on the job. A couple of days ago Timberland launched a new advertising campaing “Stay on you feet” to promote Timberland PRO boots. The campaign includes a series of TV commercials demonstrating the toughness of Timberland’s Pro boots and a “Stay on your feet” website, which helps blue collar workers to find jobs. Timberland PRO will also support the effort via social media channels, such as Twitter, Facebook and YouTube, as well as through local market radio promotions.
“Stay On Your Feet” campaign is a creation of Mullen. The purpose of this campaign is not only to sell shoes, but also to promote the brand as a leader in manufacturing quality boots which keep workers on their feet and improves their performance at work.
Specific features of the “Stay on your feet” website include:
- “Toughest Man” Contest – Visitors can enter to win a pair of Timberland PRO Endurance workboots (valued at $140) every week by telling Timberland PRO about their toughest day on the job. At the end of the contest, a grand prize winner from the weekly winners selected by Timberland PRO will receive a $1,000 American Express gift card and a pair of Timberland PRO Endurance workboots for themselves and four friends.
- Job Listings – Through a partnership with CareerBuilder.com, workers can view job listings relevant to specific industries such as construction and manufacturing.
- Product Demonstrations – Visitors can view product demos about the Timberland PRO Endurance workboot and find out more about the boot’s specific features.
Agency: Mullen, Boston
Executive Creative Director: Mark Wenneker
Creative Director: Michael Ancevic, Matt Fischvogt
Art Director: Mark Chamberlain
Copywriter: Andy Schneider
Broadcast Production: Liza Near, Zeke Bowman
Editor: Jessica Pearson
Associate Producer: Jamee Sheehy
Editorial: Jamee Sheehy
Digital Production: Christian Madden, Steve Haroutunian, Tiffany Sugalski, Jane Allen, Louis Gentile
Web Development: Chris Court, Erik Mellgren
Flash Development: Andy Keyes, Joey Tomaino
Information Architecture: Tim Parcell
VFX Designer: David Onessimo
Digital Imaging: Bethany Acheson, Nick Minieri
Production Company: Special Guest
Director: Aaron Duffy
Executive Producer: Serge Patzak
Director of Photography: Brian Pryzpek
Color Correction: Smoke & Mirrors
Visual Effects: Brickyard VFX
Music, Audio Post, Sound Design: Soundtrack
Composer, Sound Designer, Mixer: Mike Secher
Animation: 1st Avenue Machine