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Timberland City Sniper Influencer & Content Campaign

Showcasing Dubai from a fresh, new angle

To launch their new City Sniper campaign, we helped Timberland combine urban explorations and fashion to create an experience that would get consumers to explore their iconic city. We took things to new heights by delivering a visual influencer and content campaign showcasing Dubai from completely new perspectives.

Timberland’s three new shoe ranges - including the Flyroam, the Sensorflex and the Kiri Up - are ‘light, fast & free’. We needed to develop a campaign that demonstrated the comfort and agility of the shoe in a creative and engaging way. With Tokyo, London and New York launching their own City Sniper campaigns, we needed to ensure Dubai stood out.

We identified a hero ambassador @gibsterg and worked with him to develop, film and distribute a short film to help set the tone for the City Sniper campaign. We then selected 10 micro-influencers, all respected photographers, well-known for capturing the Dubai cityscape. Then, we matched each of them to a shoe - the Flyroam, the Sensorflex or the Kiri Up. Armed with cameras and their Timberland sneakers, our 10 local influencers let their feet take them on a journey to capture their top 10 killer shots, showcasing - through their lens - what makes Dubai such an iconic city.

A promotional video and a virtual gallery of 100 incredibly diverse images showcasing the three shoe collections in the iconic Dubai landscape is currently being released on Timberland channels. An Insta Meet and photography workshop hosted by our hero ambassador will follow in Dubai in July. Stay tuned for more details.