Unlocking a Gen Z audience with music, street art and sustainability culture

+300 Press Clippings
+3000 Consumers Engaged with In-Store Activations
+65% Engagement Rate vs Benchmark
Total Reach: 700m Impressions

KINC created the opportunity for Timberland to launch their new global positioning at one of London’s most culturally iconic landmarks


18-24yrs, Adventurous Doers



Street Art / Music / Sustainability



Develop a meaningful and disruptive activation moment that connects with the target consumer within key cities of London, Milan, Berlin and Paris also enabling our audience to connect with the brand by getting involved through experience, both physically and digitally.



Built for the Bold was broken down into three phases:

Phase 1: Tease bold. The focus of Phase 1 was introducing audiences to the Built for the Bold Campaign. Taking place at Village Underground and the surrounding area, we displayed a number of global assets painted by local street artists, as well as bespoke commissioned interpretations and art installations. This culminated in multiple large-scale OOH murals including one of campaign central figure Arlo Parks. Timberland also became the first ever brand to paint the iconic VU Tube Trains above the venue.

Phase 2: Launch bold. To capture audience attention, a number of ‘Guerilla’ projections featuring the Global Brand Anthem were showcased across multiple unexpected locations in Shoreditch.  What followed was the beginning of the campaign’s legacy projects as Timberland pledged to refresh the Village underground rooftop garden surrounding the train carriages in collaboration with Campaign Hero Mr. Plant Geek and Urban Growth.


Phase 3: Experience Bold. We activated a number of unique, interactive initiatives in the weeks following the Launch. These took place between Timberland’s Carnaby Flagship Store and the Shoreditch based pop-up shop positioned next door to Village Underground. Activities across these locations included Planting Workshops led by Mr. Plant Geek, DJ nights hosted by UD Music as well as Street Art Workshops with established Street Artists Roo and Melita Berg. Urban City Hikes and clothes upcycling workshops guided by campaign partner, London National Park City also took place.

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