This Is Not a Boot. It’s a Cultural Icon.
Timberland 50th Anniversary
For Timberland’s 50th anniversary, we transformed a boot into a movement—celebrating how people wear it, live in it, and make it their own. For 50 years, Timberland’s boot has been a symbol of resilience, identity, and culture. This campaign wasn’t about celebrating history—it was about redefining the future, showing how people across the world make it their own.
Redefining the Boot
The phrase “This Is Not a Boot” challenged perceptions, positioning Timberland as a movement, a tool, an attitude, and a statement.
Cultural Visual
Storytelling
City-specific portraits and close-ups paired lifestyle imagery with product shots—contrasting NYC's relaxed loose-lacing with Paris' sleek fashion styling.
Beyond the Boot
The iconic Yellow Boot was reimagined beyond its functional roots into a global symbol of culture, identity, and expression.
Impact & Legacy
The campaign successfully reignited Timberland’s cultural relevance, generating significant social engagement, reinforcing brand legacy, and resonating powerfully with diverse audiences worldwide. It positioned Timberland not only as enduring footwear but as an evolving cultural icon across generations and borders.
