Timberland: Iconic Campaign

Timberland’s global ICONIC campaign needed a bold reimagining to resonate in the Canadian market. The original approach—pairing the classic boot with nude ‘icons’—wasn’t compatible with Canadian advertising standards.
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Instead of scaling back, we went bigger.
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Sharp, high-impact headlines cemented the boot’s legendary status, amplified through massive brand-first placements: a high-visibility takeover at Yonge & Dundas, a full TTC subway domination, wildpostings in Toronto and Montréal, and strategic billboards across the GTA. The idea extended into a Meta-led Instagram UGC contest, supported by a suite of paid social assets that invited Canadians to define what iconic meant to them—driving over 30K likes.
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The result? A campaign that didn’t just adapt—it owned the market, turning the boot into a cultural moment Canadians couldn’t ignore.