Dr. Martens Agyness Deyn Collaboration

A long-standing fan of the brand, Agyness Deyn moved from modelling in the #FIRSTANDFOREVER campaign to collaborating with Dr. Martens on her own range of footwear and fashion for the ‘Agyness X Dr. Martens’ AW12 collection.

Ambition

Now that Dr. Martens was diversifying into clothing, the Agyness collaboration needed to leverage their new venture. ODD were tasked with creating a campaign which would engage with a high-end audience of influencers and opinion formers from the fashion world.

The ODD Solution

Inspired by her upbringing and cultural heritage, Agyness’s collection pulled popular American culture references from Kurt Cobain & Courtney Love, to Wynona Ryder & Johnny Depp – taking music, film and style cues from her past, and editing, layering and updating them with a modern twist.

We therefore decided to follow Agyness and friends on a road trip into the unknown, through broken and abandoned landscapes from LA to the desert – a very nineties odyssey.

To support and celebrate this exciting collaboration, ODD produced an interactive app to accompany the global ad campaign, which sat across multiple platforms on iPad, iPhone and desktop. In order to target the high fashion, opinion forming audience, it was essential we communicated to these digitally savvy consumers in a rich and engaging way. Developing a wealth of filmic and interactive assets, our bold art direction saw the coming together of moving image, stills, illustration and sound design to allow consumers to explore the collection.

Users could share films and content, view and shop the collection and create a wish-list to share with friends. The app was intended to not only drive traffic and sales to drmartens.com, but also spread PR and interest amongst consumers through strong links to social media.

Beautiful Effectiveness

The campaign gained a wealth of global media attention, generating over £5m AVE across all markets and reaching an audience of just under 1 million people in the UK alone.