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mediaHUB from Mullen and Timberland have been awarded the prestigious MediaWeek Media Plan of the Year award. The agency and client were recognized for developing and implementing an innovative, eco-conscious media plan to launch the Timberland Earthkeepers footwear collection in the fall of 2007. The campaign included a first-ever carbon-neutral electronic media plan and the recycling of all printed creative elements.

The Earthkeepers campaign ran in the Boston and Providence media markets. Using a formula developed by mediaHUB and the Timberland Environmental Stewardship team, carbon dioxide emissions associated with the commercial airtime of the campaign — across television, radio and Internet — were offset with wind power from the Jiminy Peak Mountain Resort wind project in western Massachusetts. A portion of other emissions related to production and distribution of the campaign were offset as well. In addition, billboards from the campaign were repurposed into reusable tote bags which are currently being sold at Timberland® retail stores.

“Our challenge was to develop a plan leaving the smallest environmental impact possible, harnessing the topical relevance of the green movement, while adhering to the tenets of a corporation focused on sustainable business practices,” explains Erin Bilenchi, associate media director at mediaHUB. “Using advertising as the mechanism, the Earthkeepers campaign succeeded in inviting consumers to be part of the environmental solution.”

“We’re so honored to receive this important recognition,” said Carol Yang, vice president, marketing at Timberland. “Through the Earthkeepers campaign, we’ve been able to not only talk about our environmental values with consumers, but to also put them into action through the campaign itself – an exciting opportunity.”

mediaHUB and Timberland won in the category of spending under $10 million. The award was presented at a ceremony today in New York City. Other top award winners this year include Reebok, Discovery Channel, E-Trade and DirecTV.