The aim was to create a visual shorthand to demonstrate that Timberland use recycled materials in the construction of their Earthkeepers boots.As the concept evolved to an actual execution, the decision was made to use some of the recycled materials that go into the Earthkeepers boot.This then lead the team to construct an actual 3D boot model made up of 3,000 PET bottles, which was photographed and displayed in store.

No quantifiable results have been collected. The client was excited that we were able to reconnect the brand with the consumer, and that the work reflected the core truth about the Timberland Brand.