Arnold Worldwide

Not bearing as exciting a name as it's holding group, Arnold Worldwide is still a name that strikes awe and admiration in the hearts of it's onlookers. Founded as Arnold & Co in 1946 by Arnold Rosoff, Arnold Worldwide now has agencies in 6 countries around the world, with most of its revenue derived from the U.S. The agency is headquartered in Boston, MA, where it was originally founded. Notable clients include Volvo, Jack Daniel's, ESPN, McDonald's, GlaxoSmithKline International, Carnival Cruiselines, Tyson Foods, and The Hershey Company.

Arnold Worldwide (Boston).  This  campaign for Timberland boots is a great example of making non-traditonal ads that are appropriate and meaningful. The magazine ad comes with a detachable postcard to send to a friend to brighten their day. The postcard also contains seeds that your friend can plant to make a garden of their own. The shoe boxes have messages inside them that explain how, once the shoes are finished with the box, you can turn it into a containter to hold clothing donations. The campaign name was "Make it Better" - the idea was to position Timberland as a socially conscious company by making "a Better Ad" and a "Better Box". While other campaigns want to have a non-tradiional aspect so badly that they don't seem sincere or appropriate, this campaign  successfully integrates the brand personality and message into the campaign, making it believable and trustworthy.