Built for the Bold is the AW22 campaign for iconic shoe brand Timberland. The brand was built on a foundation of being bold – starting with the birth of their iconic boot, designed to take on all conditions thrown at them.
The AW22 campaign taps into a diverse global network of ‘changemakers’ to help redefine what it means to be bold, including singer-songwriter Arlo Parks. To celebrate the campaign, Timberland’s flagship store in London opened its doors to all locals to ‘roll up their sleeves and ‘unleash their bold’ selves by engaging with the brand like never before. The activation included the iconic red telephone box aptly named The Bold Booth for visitors to record a video of their loudest scream face and calm face.
Built for The Build
The software brief featured a user journey to instruct users to jump on the Tiktok screaming trend by encouraging them to be their BOLD selves. Users can view their video on the screen before sharing it on TikTok. On their social pages, they will be encouraged to share a mash-up of ‘Creep’ by Radiohead followed by Arlo’s intimate cover version.
“The people we’ve tapped for this new campaign represent the same spirit of boldness at the heart of our brand: believing in something, setting a course, and getting to work to move the world forward.”
The Bold Booth is part of a week-long workshop in partnership with London-based music organisation United Development, at Village Underground in Shoreditch, East London.
