For the 50th anniversary of Earth Day, Timberland has a new message to share about humanity’s relationship with nature: “Caring is no longer enough.”
This new anthem film, produced by SMALL (New York) and released on Timberland’s websites and social media channels worldwide, is narrated in a child’s voice and reflects on the current pandemic reality that finds us unable to connect physically with nature. With messages of hope offered on behalf of people everywhere, Timberland takes a moment to appreciate nature as she repairs herself, with a promise to “treat you better than we ever did before” when we’re back.
“Nature is at the core of who we are, not only as a brand, but as a global community of citizens. We feel this now more than ever,” said Argu Secilmis, VP of global marketing for Timberland. “With this video, we hope to inspire people around the world to be heroes for nature and protect what we love. We all need to promise to do better, with a common understanding that our actions–large or small–can make a real difference for the future of our planet.”
In a joint statement, SMALL co-founders and executive creative directors Luca Pannese and Luca Lorenzini added, “It’s our first collaboration with this iconic brand and we’re very proud of the message we built together with the Timberland team. This is a moment in which we are reconsidering many aspects of our life and one of these is our relationship with nature. It’s an opportunity for all of us to turn our words into actions which is what Timberland has been doing since many years already.”
To work toward its vision of a greener future, Timberland has pledged to plant 50 million trees by 2025, and is planning 50 eco-service events worldwide this year once it is safe to serve together outdoors. The events aim to help connect people with nature and create a healthier planet, while underscoring Timberland’s commitment to invest in communities worldwide. In addition, Timberland is encouraging its employees to serve remotely and each week shares easy Earth Day actions that can be completed at home. And finally, the brand also continues to drive eco-innovation in its products, with a vision to not only reduce negative impact, but to one day have a net positive impact on the earth.
These efforts all feed into Timberland’s “Nature Needs Heroes" campaign, which launched last fall and celebrates real people taking action to create lasting change.
