According to Adweek, Timberland will offset the carbon dioxide emissions associated with the commercial transmission of their latest campaign with wind power generated in Massachusetts and New York facilities.
Billboards will be repurposed into tote bags for sale at Timberland outlets, and other print materials will be recycled following the campaign.
Havas’ Arnold in Boston fashioned the creative, while the MediaHub unit of IPG’s Mullen in Wenham, Mass., developed the electronic media plan and worked with Timberland’s environmental team to calculate carbon offsets.
