A little girl narrates a heartfelt “letter” to nature in a new film for Timberland marking the 50th anniversary of Earth Day in the midst of the coronavirus pandemic.
The video, by New York agency Small, begins with her words “Dear Nature, you’re probably wondering where we’ve all gone” as we see footage of empty trails, highways, and skies free of planes. But the child narrator acknowledges that “we miss you...probably more than you miss us” and asks nature to take the time to "breathe" and "bloom" while we’re away. When we’re back, we’ll treat nature better, because our distance has made us appreciate it more, it continues, before ending on the line that “Nature needs heroes.”
The campaign is the first work for Timberland by New York agency Small. Along the with the video, which will air on the footwear brand's social media channels, Timberland is pledging to plant 50 million trees by 2025, and will host 50 service events to better the Earth, once the pandemic is over.
“Nature is at the core of who we are, not only as a brand, but as a global community of citizens. We feel this now more than ever,” said Argu Secilmis, vice president of global marketing for Timberland, in a statement. “With this video, we hope to inspire people around the world to be heroes for nature and protect what we love.”