2024 Winner

Hurricane Fiona devastated Nova Scotia when it hit Atlantic Canada in 2022. Timberland launched the “Made from Fiona” campaign to show the value of trees repurposed from climate disasters and how chaos could be transformed into
a platform for change.

The campaign, by King Ursa, tapped three Nova Scotia artists to create works of art from the downed trees. In a video, the artists speak of their work symbolizing hope, growth, rebirth, security and the force of nature. On a dedicated campaign website, the art was auctioned off on the one-year anniversary of the storm in order to help
generate relief funds for those affected.

Credits

Client: Timberland® Canada
Head of Marketing: Josh McKellar
Digital Marketing Coordinator: Lianne Wing-Martins

Agency of Record: King Ursa
Executive Creative Director: Grant Cleland
VP, Strategy: Jenn Green
Associate Creative Director: Kevin Hoessler
Associate Creative Director: Steven Tiao
Senior Copywriter: Jayar Green
Junior Copywriter: Miya Thomas
Junior Art Director: Gigi Fernandez
Intermediate Designer: Matthew Spence
Junior Designer: Koby Sabado
Account Supervisor: Ellen Fitzhugh
Account Coordinator: Justin MacPhee
Project Manager: Shlomoh Divekar
Social Strategist: Emily Freeman
Media Strategy Director: Valentina Dybka
Director of Analytics: Ray Kwong

Production Company: King Ursa
Agency Producer: Caroline Hicks
Director: Charlie Hill
Director of Photography: Max Mezo
Storm Chaser: Max Olson
Editor: Nick Denisov, Charlie Hill
Photographer: Johanna Matthews
Storm Photography: Frederic Wolf

Post House: ARTJAIL
Colourist: Kevin Wu
Producer: Alison Maxwell

Audio House: Vapor Music
Executive Producer: Kailee Nowosad, Kat Stewart
Executive Creative Director: Joey Serlin
Creative Director/Engineer: Andrew Harris
Sound Designer: Dave Worthen

Public Relations: Blue Door Agency
Chief Executive Officer: Laura Silver
Associate Director: Melissa Prince
Associate Director: Alessandra Seca