Fallon Unveils First Timberland Work

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Timberland: "Frustrations grow best in artificial light."
Timberland today unveiled a new campaign and tagline from Fallon/New York -- the first work for the outfitter since the agency won the account, formerly at The Martin Agency, a year ago. The print and outdoor campaign revolves around a new positioning line, "Seek Out," and encourages desk jockeys to do just that by highlighting how dreary "In" can be.

In one execution, a picture of an "Exit" sign inspires copy that reads, "This is not a sign. It is a calling." In another, we're reminded that "Frustrations grow best in artificial light."

The campaign will kick off August 30, when an ad dubbed "Manifesto" appears in national newspapers. The ad asks if the welcome mat is the "work of the devil," since it invites us "In" when we should be "Out," and encourages consumers to turn their mats around to face the outdoors. The print campaign will break in the September issues of general interest and outdoor titles, along with outdoor ads in New York and San Francisco. Credits to ECDs David Lubars and Kevin Roddy; art director David Danman; copywriter Greg Hahn; and photographer David Harriman.

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