/ timberland pro
When Your Feet Hurt, Your Work Suffers
In a category dominated by tough, hyper-masculine storytelling, Timberland PRO saw an opportunity to stand apart. To drive awareness for their work boots, we introduced humor into professional construction. Grounded in a simple, universal truth on the job site: When your feet hurt, everything suffers.
We built a campaign that dramatized how foot pain creates real distractions at work, turning a product benefit into a relatable human insight. By reframing comfort as performance, we helped Timberland PRO break category conventions and connect with workers in a more memorable, emotionally resonant way.
Campaing
Extension
The campaign extended across multiple platforms. We created low-budget content videos for social, print ads, guerrilla billboards, a UGC mobile contest, a website and multiple rich media banner ads.
