In this episode, Canadians Create spotlights King Ursa’s powerful “Made from Fiona” campaign for Timberland Canada—a proactive, purpose-driven response to the devastation caused by Hurricane Fiona in 2022.
Recognizing Timberland’s deep eco-conscious values, including a pledge to plant 50 million trees, King Ursa saw an opportunity to turn thousands of fallen Nova Scotian trees into something meaningful.
They partnered with three local wood artists—Jonathan Otter, Adam McNamara, and Kaylin Gallant—who transformed salvaged wood into one-of-a-kind works symbolizing resilience, hope, and rebirth. These pieces were auctioned, raising $30,000 for the United Way to support ongoing recovery in affected communities.
The project launched strategically on the one-year anniversary of the storm, gaining national media coverage and reinforcing Timberland’s authenticity in environmental action.
More than a marketing initiative, the campaign connected artistry, sustainability, and community relief, extending Timberland’s reach across Canada and inspiring continued support long after headlines faded.
It showcased how brands can lead with purpose while delivering tangible social impact—uniting Canadians from coast to coast around a shared value: helping our neighbours rebuild, together.
