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.

1. Marissa Accordino & Isabel Balla

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. Conquer your
jungle.

4. Conquer your
jungle.

5. Conquer your
jungle.

6. WILD CARD VISUALIZATION
ENVISION
YOUR
JUNGLE.
What is your story? How do you embrace it? Show
facebook.com/conqueryourjungle
@conqueryourjungle

7. TREND BOARD

8. IDEAS & THUMBS

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. 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. 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