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Our Work

Concrete Green with Loyle Carner

1 April 2020

Concrete Green with Loyle Carner

Timberland, PHD Manchester

We brought Timberland to life for a new generation by combining the brand’s sustainable roots with its collaborative hip-hop heritage.

In partnership with MTV, we created a two-part TV series called Timberland presents: Concrete Green with Loyle Carner. This documentary followed the award-winning musician on his journey to make a difference in his home town of Croydon, as he transforms derelict areas into usable community spaces through urban greening.

The show became the centre of Timberland’s wider “Nature Needs Heroes” campaign, being amplified on social media, OOH and in-store.

Our media strategy resulted in a triple-digit increase in sales, successfully changing perceptions of the brand and connecting new audiences with Timberland’s environmental mission.