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Marissa Accordino & Isabel Balla
TIMBERLAND:
CREATIVE BRIEF
What’s the Problem and Opportunity?
Capture the attention of appropriate audience
audience.
Wha...
Conquer your
jungle.
Conquer your
jungle.
Conquer your
jungle.
WILD CARD VISUALIZATION
ENVISION
YOUR
JUNGLE.
What is your story? How do you embrace it? Show
facebook.com/conqueryourjung...
TREND BOARD
IDEAS & THUMBS
The best six inches
you’ll ever have.
The original 6 inch premium boot.
REJECTED COMPS
100% Waterproof.
Conquer the
Storm....
RESEARCH
Secondary
Primary
aware of the Timberland brand. Of
respondents also associate the boots
and active workplace (ma...
THE BIG IDEA
Conquer your
jungle.
CREATIVE
ence. We want our audience to feel a
but relatable.
VisualsTone Copy
We wanted ...
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Timberlands Creative Brief

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This campaign was created with one other Ithaca College Integrated Marketing Communications student. We developed a campaign to redefine the classic Timberland yellow boot target audience and brand image. We created three print deliverables and a digital contest in order increase brand identity.

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Timberlands Creative Brief

  1. 1. Marissa Accordino & Isabel Balla
  2. 2. TIMBERLAND: CREATIVE BRIEF What’s the Problem and Opportunity? Capture the attention of appropriate audience audience. What should our communication do? How will it do this? How will we support this idea? Creative Considerations: What are the deliverables? dent women. She wants to feel unstoppable in There is opportunity to open the minds of our audience and reposition the brand in relation to women. the brand as a woman’s footwear brand. The The Timberland brand: Sturdy and fashionable footwear created to provide function in every aspect of life. and adhere to the realistic lifestyles of wom en. her true personality with the upmost vibrance and precision. Three print ads.
  3. 3. Conquer your jungle.
  4. 4. Conquer your jungle.
  5. 5. Conquer your jungle.
  6. 6. WILD CARD VISUALIZATION ENVISION YOUR JUNGLE. What is your story? How do you embrace it? Show facebook.com/conqueryourjungle @conqueryourjungle
  7. 7. TREND BOARD
  8. 8. IDEAS & THUMBS
  9. 9. The best six inches you’ll ever have. The original 6 inch premium boot. REJECTED COMPS 100% Waterproof. Conquer the Storm. It's Your Jungle. Have Fun. It's Your jungle. Have Fun.
  10. 10. RESEARCH Secondary Primary aware of the Timberland brand. Of respondents also associate the boots and active workplace (male dominated Secondary research was conducted on carried over into all of their adver TARGETMARKETPROFILE GOALS&OBJECTIVES allow the Timberland brand to assist her powerful women that were relatable to a vast audience. Due to the nature of the that the best medium for placement reach the appropriate audience. exudes happiness and lives her day to ''when women wear Timberlands, it is stylish, but in a way that is defying the fact that they are a man's boot.''
  11. 11. THE BIG IDEA Conquer your jungle. CREATIVE ence. We want our audience to feel a but relatable. VisualsTone Copy We wanted to keep the copy on these that body copy would distract from the and is the only text necessary to suc creates Z movement as the viewer’s On our trend board we came across envision the Timberland boots as the ads surrounded by vibrant street art to showcase the individuality and one’s life. break barriers and carry herself as a We chose not to use a full bleed be cause the white border acts as a frame

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