—case study

Agency
King Ursa

Client
Timberland Canada

Year
2023

On September 24, 2022, Hurricane Fiona devastated communities across Atlantic Canada marking it as one of history’s most severe climate disasters. This catastrophic event uprooted families and demolished homes, infrastructure, and thousands of trees. 

‘Made from Fiona’ was a proactive response campaign that transformed fallen trees into symbols of resilience and hope—raising money for a community struggling to rebuild.

Recognition
Marketing Awards
Digital — Sustainability (Silver)
Digital — Online Video Single — Long-form (Bronze)
Design — Sustainability (Merit)

We teamed up with three talented East Coast artists to produce captivating works of art.

Each artist infused their work with deep personal connections to the storm and their communities, harnessing the power of storytelling to craft impactful, narrative-driven art. This approach not only drove fundraising efforts but also captivated national media attention, underscoring the profound bond between creativity, resilience, and collective recovery.

Through our online auction, we managed to raise an impressive total of $37,700. Every single dollar went straight to United Way Halifax to support their rebuilding efforts. It's a tangible demonstration of our community's generosity and commitment to making a difference where it's needed most.

The generous funding didn't just cover basic needs like food, shelter, and mental health support for storm-affected communities. It also helped fix up homes, marking a real step toward recovery. But "Made From Fiona" went beyond practical help. It became a symbol of resilience, flipping a potentially gloomy story into one of hope and community spirit. The media even called it an "artistic silver lining," highlighting its positive impact. Through creativity and kindness, "Made From Fiona" united people, fostering pride and togetherness in the face of challenges. It's a shining example of turning tough times into triumphs.

‘Made From Fiona’ garnered unprecedented earned media coverage for Timberland® Canada. 

Our story received coverage from 65 news outlets nationwide, showcasing the relevance and impact of our compelling narrative and support of East Coast communities. Our artists were interviewed by prestigious media outlets, including The Canadian Press, the CBC’s ‘As It Happens’ podcast, the ‘Global News Morning Show’ live, and in ‘Sharp Magazine.’

Results

+489%

SOCIAL ENGAGEMENT

+1,676%

EARNED MEDIA
VS.PAID INVESTMENT

65+

NEWS OUTLETS

+53% YoY

TRAFFIC INCREASE TO
TIMBERLAND.CA