Timberland’s Original Yellow Boots have turned 50 and to mark the milestone, the local chapter of the global brand brought its ‘Iconic’ campaign to the GCC shores in Q4 2024, continuing the energy and momentum of a worldwide campaign that took the world by storm last year.
As the first global brand campaign under Timberland’s new Chief Marketing Officer Maisie Willoughby, the ‘Iconic’ campaign takes a bold and unapologetic tone, featuring Naomi Campbell, Kai-Isaiah Jamal, Olaolu Slawn, and Teddy Swims. The campaign was shot by celebrated fashion photographer Jamie Morgan.
Jamie Morgan, who famously shot Naomi Campbell as a budding young model back in 1984, brought to life a ‘full circle moment’ as the two British icons partnered again for another powerful portrayal of the Original Yellow Boot.
Speaking to Campaign Middle East, about the strategy behind the GCC rollout of the campaign, Willoughby said, “The Iconic campaign was designed to shine a light on the spirit of fearlessness, empowerment, and bold self-expression that defines each of the influential figures acting as a face of the global campaign. Like The Original Yellow Boots, each person in the campaign is timeless, authentic, and above all, original.”
The campaign was strategically rolled out in three phases: It started with wide digital amplification, serving as a celebration of what the brand stood for.
Then customers were invited instore to customised their Timberlands, their way with curated accessories. In Dubai, Timberland introduced an in-store experience:
On purchase of the six-inch boot at select stores, the brand offered exclusive customisation options to transform the iconic Original Yellow Boots into a standout expression of one’s style.
Finally, influencers were brought on board to craft their storytelling and weave it into the wider tapestry of what the bold expression of having an Iconic voice is.
Willoughby added, “The core message of authenticity and originality was captured through multiple touch points in the region. The message of bold self-expression was communicated through collaborating with influencers from across the city of Dubai that resonated with the Iconic mindset. The campaign itself was built around powerful storytelling that involved global local like Naomi Campbell donning the boots for a powerful shoot that served as the key visual of the campaign across key stores in the region.”
Rather than work with an outside agency, the internal Timberland Creative Team was behind every aspect of “Iconic,” from conception to production.
“Locally, the campaign looked to grass-root influencers who showed ‘Big Boot Energy’ to bring them to the forefront of being a part of the conversation around the six-inch yellow boot,” Willoughby said, while sharing the impact of the campaign. “The boot has had an incredible sell through in the GCC region – with common sizes running out at Timberland store fronts.”
“Apart from the commercials, the campaigns impressions on Paid and Owned media are also contributing factors that add up to tracking success of the campaign,” Willoughby concluded.
