BRIEF

IDEA

DRUM was tasked by Timberland to create a new documentary to bring to life Timberland’s global Nature Needs Heroes campaign, which aims to inspire a global greening movement, one small action at a time.

The heroes leading the charge
are devoted to building a better future for the environment and the people who live in it.

Working alongside award winning British musician Loyle Carner and National Park City, the feature
length documentary ‘Concrete Green’ explores
the importance of green spaces within urban environments. Premiering on MTV, ‘Concrete Green’ follows Loyle Carner as he returns to his roots in
South East London’s Thornton Heath to plan and
create a new green space for residents and the
wider community.

Part one of the two-part documentary focuses
on Loyle interacting with leading thinkers and campaigners on urban greening, planning the stages
of the event as well as visiting potential sites for the new urban garden. As well as promoting Thornton Heath’s unrivalled creativity and the importance of green spaces to improve and affect positive change
to the community’s mental wellbeing and creativity.
You can still watch Concrete Green on Sky’s Catch
Up TV Service.

Sales

Increase in sell-through of product

100%

PERCENTAGE INCREASE

Timberland is concerned about
the environment

79%

PERCENTAGE INCREASE

More likely to consider Timberland

76%

CANNES ENTERTAINMENT LION

Bronze Lion Winner