Our work | Timberland | Unexpected Obstacles

As part of their new global campaign launch, Timberland wanted to support their TV and Press activity online, while creating buzz around the spirit of taking on the great outdoors.

Following the story principles from both of Timberland's TV ads 'Podium' and 'Friends', we created the 'Unexpected Obstacles' game to put the audience at the centre of the experience.

Deployed in multiple languages and markets, the game was photo-realistic in its approach and used real scenery from New Hampshire to convey the true spirit of the Timberland great outdoors while educating about brand and product.

The objective of the game was for the audience to make their way through the forest, up the mountain and finally to the summit, while overcoming any obstacles nature would put in their way. In-game obstacles included diving eagles, rock falls, waterfalls, angry bees and glacial avalanches.

With average playing times of 5 minutes and 48 seconds the game caused a stir with its audience online and was posted on blogs and forums by the audience themselves driving deeper engagement. E-commerce activity on Timberland.com also increased by 35% compared to the preceding period.