On September 24, 2022, Hurricane Fiona devastated Atlantic Canada, leaving homes destroyed and infrastructure in ruins. Timberland® Canada saw an opportunity to transform this catastrophe into a catalyst for positive change. 'Made from Fiona' was a proactive response campaign, swiftly funded by reallocating $27,000 from other marketing initiatives. It reclaimed fallen trees as powerful symbols of resilience, highlighting the untapped potential of salvaging wood from climate disasters.Three East Coast woodcraft artists were commissioned to create artworks from storm-damaged wood, each piece reflecting their deep connection to the region. On the storm’s one-year anniversary, these unique pieces were auctioned online, with proceeds supporting United Way Halifax’s rebuilding efforts.'Made from Fiona' shattered Timberland® Canada brand engagement records, garnering unprecedented earned media in Canada with over 15 million impressions across 65 news outlets nationally. Social engagement surged by +489%, and positive brand sentiments increased by +32% across all channels. With a remarkable +1,676% return on earned media investment versus paid investment, the campaign reinforced Timberland’s dedication to eco-conscious practices and community support. All artworks sold, raising $37,000 for rebuilding efforts.