Date: April 2019
Partner: Timberland
Genre: Activation, Digital

#PledgeNoPlastic

As part of their first steps into becoming a more sustainable brand, Timberland created Rebotl, a pair of shoes made entirely out if repurposed plastic bottles. To launch the initiative in the Middle East and drive the impact of our everyday plastic use home, we didn’t just talk about it, we showed it.

We teamed up with local environmental agency, Bee’ah, and collected plastic from prominent influencers from around the region so we could show them, and the audience, the enormity of their personal contribution to the problem.

The influencers had no idea what we were doing with the plastic, and on a night a few weeks after we collected the plastic, were driven to a warehouse, where one by one, they walked in to find themselves faced with the actual amount of plastic they use in a week, and then, a year.

The shock had a ripple effect. The influencers shared their experience with the audience and the installation went viral.