"Made from Fiona"

King Ursa Toronto, Canada

Awards

381

Country: Canada

Advertiser: Timberland® Canada

Title	Made from Fiona
Brief	On September 24, 2022, Hurricane Fiona devastated Atlantic Canada, leaving homes destroyed and infrastructure in ruins. Timberland® Canada saw an opportunity to transform this catastrophe into a catalyst for positive change. 'Made from Fiona' was a proactive response campaign, swiftly funded by reallocating $27,000 from other marketing initiatives. It reclaimed fallen trees as powerful symbols of resilience, highlighting the untapped potential of salvaging wood from climate disasters.Three East Coast woodcraft artists were commissioned to create artworks from storm-damaged wood, each piece reflecting their deep connection to the region. On the storm’s one-year anniversary, these unique pieces were auctioned online, with proceeds supporting United Way Halifax’s rebuilding efforts.'Made from Fiona' shattered Timberland® Canada brand engagement records, garnering unprecedented earned media in Canada with over 15 million impressions across 65 news outlets nationally. Social engagement surged by +489%, and positive brand sentiments increased by +32% across all channels. With a remarkable +1,676% return on earned media investment versus paid investment, the campaign reinforced Timberland’s dedication to eco-conscious practices and community support. All artworks sold, raising $37,000 for rebuilding efforts.
Agency	King Ursa
Campaign	Made from Fiona
Advertiser	Timberland® Canada
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Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Digital
Length	120 seconds
Sound Design Company	Vapor Music Group
Executive Creative Director	G...t C....nd Subscribers Only
Strategist	H...s Gr....an . .P Subscribers Only
Associate Creative Director	K...n Ho....er Subscribers Only
Associate Creative Director	S...en T..o Subscribers Only
Account Supervisor	E...n Fi....gh Subscribers Only
Social Strategist	E...y F....an Subscribers Only
Production Company	K..g U..a Subscribers Only
Agency Producer	Ca....ne H...s Subscribers Only
Post Production	A....il Subscribers Only
Colorist	K...n .u Subscribers Only
Producer	A...on M....ll Subscribers Only
Executive Producer	K...ee N....ad Subscribers Only
Executive Producer	..t S....rt Subscribers Only
Executive Creative Director	J..y S...in Subscribers Only