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Timberland: Meet the Heroes: Joey Purp
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Pereira O’Dell has launched a new campaign for renowned outdoor retailer Timberland. Earlier this year, Timberland announced its new global platform, “Nature Needs Heroes.” Pereira O’Dell leveraged the Nature Needs Heroes platform and commitment to a greener world to help Timberland reach a young, urban, and fashion-conscious audience. In concepting the campaign, Pereira O’Dell aimed to help recontextualize the meaning of “nature.” The creative presents community as a form of nature, honing in on seven key cities. It features a handful of artists, each one representative of a different city across the U.S. and Europe: Joey Purp from Chicago, Radamiz from New York City, Andrea Valle from Philadelphia, Che Lingo from London, Abby 6ix from Milan, Luidji from Paris, and Kwam. E. from Hamburg. The artists, for the most part, remain up-and-coming talents without hundreds of thousands of followers, allowing for intimate access into their lives, work, and communities. In each video, the featured artist tells an inspiring story about his or her local impact. We feature real people leading real change.
Managing Director: Mona Gonzalez Related
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