Cannes Lions

WATERPROOF BOOTS

ARNOLD WORLDWIDE, Boston / TIMBERLAND / 2006

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Overview

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Credits

Overview

Execution

“Take a brochure” grew out of a desire to re-introduce customers to the heritage of the Yellow Boot. As the original waterproof boot, we went looking for a simple, demonstrative way to drive home this key benefit. We considered several approaches, including filling the boot with water, but ultimately, submerging it with the brochures inside seemed the clearest execution of the idea. So we had the plexiglass box built, brought it to the store, and set it up on a display table near the footwear. If it remained submerged, the boot was weighed down internally, and was positioned on clear blocks to raise it off the table for clearer viewing. In the end, it worked out quite nicely, and customers seemed to really enjoy the display.

Outcome

Timberland store-goers were treated to a simple, interactive demonstration of the function behind the fashion. It proved to be an effective way of reminding customers of the authenticity of the Timberland brand, and its most famous product.

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