Timberland®:
Made From Fiona
Agency: King Ursa
Client: Timberland
Year: 2023
Recognition
Marketing Awards
Digital — Sustainability (Silver)
Digital — Online Video Single — Long-form (Bronze)
Design — Sustainability (Merit)
ADCC
Film — Best Art Direction (Bronze)
CMA
Business — Brand Impact (Silver)
Epica Awards
Fashion, Footwear & Personal Accessories (Bronze)
Hurricane Fiona struck Atlantic Canada on September 24, 2022, unleashing destruction on an unprecedented scale. Entire neighborhoods were left unrecognizable as homes, infrastructure, and forests were swept away, leaving communities grappling with the overwhelming aftermath.
In the face of this devastation, Made from Fiona emerged as a beacon of hope. This innovative initiative reimagined fallen trees from the storm, transforming them into stunning works of art. Collaborating with three acclaimed East Coast artists, the campaign wove personal and community narratives into every piece, creating powerful symbols of strength and renewal.
The project’s impact extended far beyond the art itself. An online auction raised $37,700, with every cent going directly to United Way Halifax to aid in rebuilding efforts. These funds supported critical needs like food, shelter, mental health care, and home repairs, providing tangible relief to those affected.
But Made from Fiona wasn’t just about recovery—it was about rewriting the story. It turned a moment of despair into one of resilience, sparking a sense of pride and unity across the region. Media outlets praised the campaign as an “unexpected triumph,” celebrating how it brought communities together through creativity and compassion
The campaign also captured national attention, with features in 65 prominent news outlets, including interviews on CBC’s As It Happens and Global News Morning Show, and coverage in Sharp Magazine. Timberland® Canada’s involvement showcased the profound connection between art, storytelling, and community healing, leaving a lasting legacy of hope and renewal.
Results
+489%
Social Engagement
+1,676%
Earned Media VS. Paid Investment
65+
News Outlets
+53% YoY
Traffic Increase to Timberland.ca