In October 2008 the in-store activity went live. This was designed to launch the boot and focus on its recycled content. This was swiftly followed by the TV. The role of the TV was to both launch the new Earthkeepers boot, and dramatize the concept that nature will reward you if you wear Earthkeepers range on account of their recycled content.The Press then launched while the TV was still running. The Press showcased the outdoor credentials of the Earthkeepers boot, while also supporting its recycled content.Online the Earthkeepers programme was launched; a movement designed to recruit one million people to become part of an online network dedicated to inspiring real environmental behavioural change. This consisted of a Facebook page, a YouTube Earthkeepers channel and an Earthkeepers blog. All of these channels were designed to allow people to share environmental initiatives and support each other.

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.Online: To date over 1,000,000 virtual trees have been planted through the Facebook application.Product sales: The Earthkeepers boot is now one of the best selling boots in the Timberland boot range.