AGENCY
周晓冬, 创意总监
裴鑫, 业务发展总监
郁雪影, 创意总监
马晓波, 总经理
SUMMARY
Challenge: Timberland suffered low brand awareness in China. Its iconic item Yellow Boots are often confused with knock-offs from competitors.
Opportunity: Many people in China call Timberland “ti-bu-lan” which means “unbreakable” in Mandarin, it symbolizes the durability of Yellow Boots. We aim to capitalize on existing local interpretation of the brand – “ti-bu-lan” to establish emotional brand connection with Chinese consumers.
Insight: Timberland boots look nicer as they grew weathered, similar to human life, in which experience makes a person confident with themselves.
Concept: “Every Crease, Another Chapter in the Story.” Each one of us is crafting our own style of “ti-bu-lan” story with life experience.
Execution: The story drew analogy between life and yellow boots, move people with universal emotions.
Results: The film also helped Timberland hit a record high sale on Tmall 11/11.
