Made From Fiona
Services
- Brand Strategy
- Creative Development
- Video Production
- Performance Analytics
- Social Strategy
- Community Management
- CSR
- Fundraising
location
- Canada
+489%
Increase Social Engagement
+1676%
Earned Media vs. Paid Investment
65
News Outlets Nationally
+53%
YoY Traffic Increase to Timberland.ca
$37K
Dollars Raised for Charity
Made From Fiona
Harnessing the power of creativity to transform environmental catastrophe into community support.
Social Cause
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 devastated communities, 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.
We partnered with three exceptional East Coast artists to create compelling works of art that were auctioned off on the one-year anniversary of the storm.
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.
Our online auction raised a total of $37,700 that went directly to United Way Halifax for rebuilding efforts.
Not only did this money provide critical support for food, shelter, mental health services, and home repairs for communities still struggling in the aftermath of the storm, but “Made From Fiona” was also dubbed an ‘artistic silver lining to the aftermath of Fiona’ by the media, turning a predominantly negative narrative into a beacon of hope and community pride.
‘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.’
By harnessing the transformative power of art, we were able to create a compelling conversation that encouraged a profound respect for nature and its finite resources.
This initiative transcended the conventional approach to corporate social responsibility by transforming the scars left by climate change into symbols of resilience, hope, and renewal. ‘Made From Fiona’ is a testament to the power of creativity and community in the face of environmental catastrophe.
Results
Transforming environmental catastrophe into community good—reinforcing Timberland as an eco-conscious leader.
This initiative dovetailed seamlessly with Timberland’s longstanding commitment to environmental stewardship, social responsibility, and empowering those who move the world forward. The extensive coverage underscored Timberland’s dedication to eco-conscious practices and contributing positively to the community on a national scale. Aligning perfectly with our brand ethos and strategic objectives, the campaign’s success stands as a testament to the power of strategic planning, innovation, and the efficient use of resources.
