In the fall of 2018, Timberland and RSVP Gallery collaborated to design a boot that was the first of its kind. It featured premium black suede, sherpa lining, metal buckles, and RSVP branded mint green laces & patches. The boot’s silhouette gives off a special forces vibe and the heavy duty materials make you feel ready for anything when you put them on. So when it came to for the release, we wanted to build anticipation and excitement by eluding to a new product that was military grade and top secret.

We kicked off the release with a teaser video that was used to set the tone for the rest of the campaign.

For phase two of the release, we posted cryptic messages across social that gave our followers a chance to find hidden crates we had placed around Chicago and LA. While the coordinates listed did match the exact location, our followers could also click a link in our bio to find a map.

The first person to arrive would use the “access code” to open the crate and follow the instructions inside. Each crate contained an invite to the release party and a redemption code for a free pair of boots.

The night before the official launch of the boots we threw a release party in Chicago at a “top secret” location. We rented out a large warehouse in an industrial park and had “special agents”, working the door and protecting the boots on display. As guests arrived they were cleared by security and given a branded lanyard with a small key attached. In the center of the room was a large display with 3 crates stacked on top of each other. The top crate was locked with a large padlock and the guests were invited to try out their keys. When someone used a winning key, the crate would open and reveal the boots they had just won.