timberland pro

stop the excuses

Ads in the very crowded work boot category are all about being tough and manly… and it all blends together.
Luckily we had a great client who understood the importance of doing something different, especially as a newcomer. 
Working off the insight, “When your feet hurt, your work suffers,” we created a campaign that explores what happens
when workers have to deal with their mistakes. What started as an assignment for one 30-second commercial
became multiple films and the biggest social program ever done by the brand.

The early results: during the week after launch the brand saw a 27% lift in website pages viewed and a 17% increase in revenue.
As seen in AdWeek and as Editor’s Pick on Creativity.

Workplace Safety Posters

We created these posters and gave them away to Timberland PRO’s social followers.

Worst Excuse Ever Social Contest

Across social channels we encouraged our fans to share the worst excuses they've heard on the job site.

Fernando Social Posts

Fans loved Fernando, so we created social posts that followers could actually re-use and send to their bosses as joke excuses of their own.

We also made holiday cards featuring Fernando, this one was especially stupid in the best possible way.

CREDITS
CD: Trent Patterson
ACD / Art Director: Alex Zamiar
ACD/ Writer: Jonathan Richman 
EXECUTIVE PRODUCER: Christina Cairo
EXECUTIVE PRODUCER: John McAdorey
PRODUCER: Coleman Sweeney
PRODUCTION COMPANY: Tool
DIRECTOR: Benji Weinstein
EDITORIAL HOUSE: Beast
EDITOR: John Dingfield
MUSIC HOUSE: Overcoast
COLOR: Company 3
COLORIST: Tyler Roth
EFFECTS: Method