Five artists representing each of New York City’s boroughs were commissioned to do a limited-edition design for Timberland under the creative direction of Staple Design in a benefit-driven initiative, The Five Boroughs Project. The Project benefited charities in all five boroughs and included artists Christian Mendoza representing the Bronx, David Ellis representing Brooklyn, Manhattan designed by Jeff Staple, Queens designed by Atsuko Tanaka editions, and the RZA of Wu-Tang for Staten Island.
Timberland donated $10,000 to a cause of the artists’ choice after the public launch featuring artist and sneaker-afficionado Andre Trenier and hip-hop pioneer Daryl McDaniels, founder of Run-DMC. For audiences, the website also featured a comprehensive DYOB (Do Your Own Boot) section allowing customization such as stiching and detailing available to the contributing artists.
For Timberand Boroughts Project, Colab represented Christian Mendoza, who chose the National Multiple Sclerosis Society as his non-profit with consideration to its dedication to service in his borough to cultures of all languages and David Ellis who benefitted El Puente, community human rights group promoting leadership for peace and justice through the arts, education, scientific research, wellness and environmental action in its Center for Arts and its nationally recognized public high school, the El Puente Academy for Peace and Justice in Brooklyn.
CAMPAIGN:
Cause-Based Marketing
Limited-Edition Product
Benefit Event
Licensing
ARTISTS:
David Ellis
Christian Mendoza
RELATED MEDIA:
Timberland Boroughs Project
Staple Design
All artwork copyright © 2010 the respective artist. Contents copyright © 2010 Colab Projects. All rights reserved.