Timberland

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Timberland wanted to be seen as an integrated outdoor lifestyle brand that could outfit consumers from head to toe with shoes, clothing and gear. The campaign was designed to make a functional and emotional connection with the consumer. With headlines like "Optimism," "Sense of Wonder" and "Self-awareness." matched with serene photos of people using the clothes and equipment, the ads hit the mark.

Timberland passed the $1 billion sales mark in 2000, with a 19% increase in revenue. Sales for apparel and accessories rose 30%.