Winner: Cone, Inc. - Timberland “Don’t Tell Us It Can’t Be Done” Campaign
To encourage business, government and consumer action around the issue of global warming around the Copenhagen climate conference in December 2009, Cone and Timberland executed a comprehensive outreach campaign and petition to young climate change influencers and environmental media, including the Huffington Post’s Olivia Zaleski. Coverage was decidedly top-tier, including 43 placements in U.S. and U.K business and environmental publications, including Bloomberg Businessweek, Newsweek, The Sunday Times, The New York Times and Fast Company. The effort increased brand visibility, with Timberland being voted as one of the “Top 5 Greenest Companies” by EnvironmentalGraffiti.com. —SVC
Adding a Live Element: “It would have been great to offer consumers who participated in the petition live Twitter or Skype chat sessions with key influencers in the climate change debate, providing a real opportunity for their voices to be heard and another media hook,” says Erin Zwaska, account executive at Cone.
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