Timberland campaign takes over Village Underground’s iconic train carriages
Timberland’s global Built for the Bold campaign has seen it become the first-ever brand to take over Village Underground’s train carriages with its branded artwork.
Village Underground in London’s Shoreditch is a creative cultural hub that’s housed in revamped tube carriages (as well as in shipping containers and a warehouse). The site is an apt one for an outdoor-focused brand and also one that offers more of a cool edge than the average outdoor location.
The Built for the Bold campaign is described as a “call to doers and adventurers everywhere to act boldly and believe in their potential to move the world forward”. Timberland said that by being the first brand to make its mark on the train carriages, it “aims to speak out to the local like-minded change-makers and cement its place in culture as the work- and outdoor-inspired brand that fuels the bold lifestyle”.
It worked with local graffiti artist Roo to bring the project to life with the creative inspired by archival brand ads “that sparked interest over the years with their progressive and often irreverent attitude”.
The company added that the takeover “is a hyper-localised part of Timberland’s global campaign, which comes to life through attention-grabbing digital, mobile and out-of-home, a bold brand anthem and a product campaign”.
Built for the Bold also showcases a line-up of emerging and established change-makers “who embrace their inner bold such as UK artist songwriter and poet Arlo Parks and rapper, producer, and Harvard guest lecturer IDK who can be seen at different touch points of the campaign”.
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