Launching today, R/GA Australia and Timberland in collaboration with plai are proud to present TimbsTrails, an immersive digital experience that invites Timberland fans on a … read morecaptivating journey through the brand's past, present, and future. TimbsTrails will allow fans to relive the most significant moments of Timberland's history through five unique brand-defining chapters. TimbsTrails shines a light on the authentic products that have defined the Timberland brand – from the original yellow boots to the progressive, eco-innovative styles of today and tomorrow. It wasn’t just Timberland’s cultural impact that inspired TimbsTrails’ design and aesthetic, but its brand expression itself. R/GA translated the angular forms of Timberland’s logo into the design system, user interface and maze-like architecture of the experience, helping to evolve an iconic brand into a connected brand. The TimbsTrails adventure lets players collect boot badges as they journey through the first five chapters to "unlock" the final chapter and step into the future. The immersive experience allows players to explore over 15 uniquely-themed environments, each crafted with details true to their time and place. The journey starts with the original Timberland factory in New England and travels to Tokyo's Harajuku district, London's rave scene, and the exact piazza where the Italian Paninaro movement started. Players who complete the journey will be eligible to win Timberland boots and other prizes. The TimbsTrails experience is coming to life both online, and in Timberland® retail stores across the globe, creating a link between the virtual and the real world.
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