Timberland’s newest Sensorflex collection - the Bradstreet collection - is characterised by the brand’s signature comfort system: a three layer outsole that delivers constant support, active cushioning and dynamic flex. To introduce the collection to the public, a fitting activation was developed to not only attract passersby, but also have them actively engage in the process.
In the cities of Brussels, Antwerp and Maastricht, we gave street artists complete artistic freedom to draw on the Timberland store window’s surface. A magnified city adorned the store’s facade and as the decoration continued, passersby were enticed to join in and started doodling along. As the drawings grew, so did the crowd, which later had the opportunity to discover the showcased collection in store. And throw a glance on their collaborative artwork as they left with a Timberland-goodie bag.