Globe worked with Timberland to launch their largest ever global campaign, Nature Needs Heroes, alongside Loyle Carner and National Park City (NPC), to promote positive change for local communities and the environment.
Loyle joined the ambassadorship at the forefront of the ATL campaign, in line with Timberland’s commitment to plant 50 million trees over the next five years. The partnership saw urban spaces transformed and turned into green community hubs to bring the campaign to life, including a new community square in Thornton Heath (due for completion Spring 2020) and a second space at The BRIT School, where Loyle studied, designed as a meditation garden for students to unwind and be creative.
As part of the launch, Loyle hosted and performed at the Nature Needs Heroes community / PR event in Thornton Heath which gave locals a taster of the urban greening development, workshops, live music from local talent and food stalls.
Loyle’s personal connection to the area created a desire to give back to his community. “As someone who grew up deep in south London, I know how little love particular spots have been given. At the same time, I know how much potential these areas have. I feel lucky to be part of a movement trying to bring the community together through ‘urban greening’. I’d been thinking about a project like this for a while, so was over the moon when Timberland reached out. It was clear they shared a lot of my values and didn’t want to take from the community but solely give back to it. A lot of the reading I’ve done recently shows there’s a strong connection between greenery, creativity and mental wellbeing” says Loyle.
MTV UK and Timberland also partnered on a documentary fronted by Loyle, Timberland present Concrete Green with Loyle Carner, which airs on MTV UK in November with a teaser for the series airing during MTV EMA’s commercial break. The first episode will be previewed at an exclusive opening event of the new Timberland flagship store on Carnaby Street in November.
The Nature Needs Heroes campaign with Loyle Carner rolled out across Timberland stores, third-party retail, online, digital and OOH.
Press Coverage:
https://tbivision.com/2019/10/18/mtv-uk-timberland-team-on-two-part-doc-from-rumpus-media/
http://madeinshoreditch.co.uk/2019/10/21/timberland-x-loyle-carner-in-nature-needs-heroes/