Timberland last month launched a four-city tour tying in its eco-friendly product line with an effort to bring together musicians and activists to support the environment through volunteerism and music. The program Dig It is an extension of the outdoor apparel brand’s Earthkeeper product line and is part of the company’s commitment to urban greening and community building.
At each event volunteers received organic t-shirts to wear while planting trees in urban neighborhoods during the day. In the evening concerts with Stone Gossard of Pearl Jam featured local and organic food served in biodegradable containers and utensils. Tickets to the events contained seeds for planting later and were printed with soy-based inks. All venues were required to recycle. Volunteers were typically community members as well as employees who lived in the community and could staff the event. Some volunteers found the events through recruitment efforts of the brand’s non-profit tree planting partners as well as through a brand’s microsite earthkeeper.com.
“Our goal is to introduce people to the concept of everyday earth-keeping and to our new line of Earthkeeper apparel featuring natural and recycled materials ” Robin Giampa director of corporate communications at Timberland told Buzz.
The tour traveled to Boston (Oct. 1) New York (Oct. 4) Los Angeles (Oct. 11) and San Francisco (Oct. 18). Plans for 2009 are still in development. Agency: MKG Productions New York City.