Timberland bring 'greening' campaign to MTV

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Outdoor brand Timberland continued their Nature Needs Heroes campaign last night with a documentary on MTV.

'Timberland Presents Concrete Green With Loyle Carner' follows the singer as he hosts an evening of music in south London's Thornton Heath Square.

The Square will now be transformed into a green community space through an 'urban greening' project delivered in partnership between Timberland and the London National Park City Foundation.

This local element of Timberland's ongoing Nature Needs Heroes campaign was produced by integrated agency KINC.

Timberland UK and Ireland marketing manager Andrea Simmen said: “The process of bringing the Nature Needs Heroes campaign to life this season has been a fantastic experience. The collaboration of all parties has added real substance and allowed us to make a meaningful difference to the areas we have been lucky enough to visit and regenerate. We are looking forward to continuing this journey of value-led advertising into future campaigns." 

Managing director of KINC Paul Knipe added: “We are delighted to be continuing our work with Timberland on such a culturally rich project. Ensuring that brands stand behind their causes and give back to communities will set a strong example for the future of value creation marketing”.