Timberland and Loyle Carner partner for urban greening campaign

Timberland and Loyle Carner transform and regreen urban areas, promoting positive change for local communities and the environment



November 2019, London - Earlier this year Timberland announced their largest ever global campaign, Nature Needs Heroes, which sees the brand committing to plant 50 million trees over the next five years. A form of value creation advertising that is starting a movement to show small actions can make a big impact.

Timberland UK worked with integrated communications agency KINC to translate the global campaign into an effective local concept that would reach a targeted youth audience. Partnering with the London National Park City Foundation (NPCF), who are out to promote positive change for local communities and the environment, provided a pillar for the multi-layered concept which sees Urban Greening projects being undertaken in different areas across London. Critically acclaimed south London music artist Loyle Carner was identified as the perfect ambassador to deliver the brand message to a culturally savvy youth audience in an authentic way.

The Urban Greening project launched in October when Loyle hosted an exclusive evening in Thornton Heath featuring performances from local musicians before he took to the stage himself as the headline act. During the day, Thornton Heath Square was taken over by Timberland and London National Park City for the community, giving locals a taster of the urban greening development, hosting workshops with Urban Growth, live music from local artists and local food and trade stalls.

The next phase of the project will bring the Nature Needs Heroes campaign to life, when the Thornton Heath Square will be transformed into a green, healthy and wild hub for the community and the program will also see The BRIT School, Loyle’s old stomping ground, benefit from a new meditation garden.

Marketing Manager of UK & Ireland for Timberland, Andrea Simmen said, “The process of bringing the Nature Needs Heroes campaign to life this season has been a fantastic experience. The collaboration of all parties has added real substance and allowed us to make a meaningful difference to the areas we have been lucky enough to visit and regenerate. We are looking forward to continuing this journey of value-led advertising into future campaigns."

Managing Director of KINC, Paul Knipe said, “We are delighted to be continuing our work with Timberland on such a culturally rich project. Ensuring that brands stand behind their causes and give back to communities will set a strong example for the future of value creation marketing”.

Additional key partners of the project included urban greening experts Urban Growth and close collaboration with the regeneration teams at Croydon Council, ensuring local communities were heard and the right locations were chosen for development.

The entire concept was captured in a two-part documentary ‘Timberland Presents Concrete Green with Loyle Carner’. The MTV partnership was managed by DRUM with the show being produced by Rumpus Media and directed by Paula Haydock.

‘Timberland Presents Concrete Green with Loyle Carner’ will be premiering Monday 18th November, 7pm on MTV.


About KINC
KINC is an Integrated Communications Agency that excels at Unlocking New Audiences. Operating across cultural sectors including sports and entertainment, music and lifestyle, celebrity and technology and works with some of the world’s most successful consumer brands to identify and authentically engage with target audiences and communities. www.kinc.com

About Timberland
Founded in 1973, Timberland is a global outdoor lifestyle brand based in Stratham, New Hampshire, with international headquarters in Switzerland and Hong Kong. Best known for its original yellow boot designed for the harsh elements of New England, Timberland today offers a full range of footwear, apparel and accessories for people who value purposeful style and share the brand’s passion for enjoying and protecting nature. At the heart of the Timberland ® brand is the core belief that a greener future is a better future. This comes to life through a decades-long commitment to make products responsibly, protect the
outdoors, and strengthen communities around the world. To share in Timberland’s mission to step outside, work together and make it better, visit one of our stores, timberland.com or follow us @timberland_eu Timberland is a VF Corporation brand.

About Urban Growth
Urban Growth is a social enterprise that exists to make London a greener, healthier place,
where people can interact with the natural world on their doorstep. We work with local
people, businesses and community groups to create; maintain green spaces that
support urban biodiversity & human well-being. Inspired by humans’ innate biophilia – our love of nature - we grow food and flowers so that people can learn about and engage with nature, even in the heart of London.

About London National Park City
The London National Park City is a place, a vision and a movement to improve life in London by making London greener, healthier and wilder. Initially, the brainchild of creative explorer Daniel Raven-Ellison, the National Park City Foundation (Charity no. 1173267) was established to support Daniel in catalysing the National Park City movement in London and internationally.

The London National Park City concept and campaign - between 2014 and 2019 - won the support of citizens, businesses and a majority of political leaders across parties including London councillors, London Assembly Members and the Mayor of London Sadiq Khan. London was announced as the World’s first National Park City in July 2019. The National Park City Foundation now wants to get more people outside more of the time to shape a new identity for London and Londoners reflecting the capital’s natural assets and how they underpin the culture and heritage of the city and the health of its people.

Source KINC

November 21, 2019 5:13am ET by KINC  

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