Sparking interest with Gen Z consumers for whom Timberland, & boots generally, didn’t feel relevant.
Construct:10061 – a new kind of brand, with a new way of operating.A revolving collective of makers from around the globe are brought together on a project basis to hack rapid prototypes which are debuted on social for an audience of engaged fans. The best – and the best liked product – are produced and sold direct to consumers.
In Season 1 KesselsKramer launched Construct:10061 (named after the product code of Timberland’s iconic Yellow Boot). Over 500 pieces of content were shared on Construct:10061 channels, or on our designers and influencers own channels. We built a following of over 15,000 highly engaged followers on social media.
In Season 2: more designers, more designs (95 prototypes created in 4 days) and more storytelling content.
This time, designers worked to a theme – Nature Needs Heroes – and were asked to create better more sustainable footwear.
KesselsKramer created over 700 high quality pieces, including 24 long-form films, 350 product shots, and behind the scenes footage, built around the theme, Nature Needs Heroes.
As designers worked, we rapidly produced and deployed content to our growing group of followers. The goal was consumer co-creation; working with the audience to improve and accelerate the development process. We used data more intensively to interrogate what designs resonated with our audience, and to let them help us create the best possible product,
We also brought the product to the public for the first time, designing and creating the Construct:10061 booth at Complexcon, as well as launching our first models in ecommerce.