Dr. Martens Liberty Collaboration

As part of Liberty of London’s yearlong ‘National Treasures’ initiative, the collaboration with Dr. Martens saw two of Britain’s greatest and most beloved institutions come together to create a unique product collection.

Ambition

We were challenged to create a campaign that celebrated Dr. Marten’s innate subcultural positioning while being respectful to Liberty’s classic and distinct brand character. The concept had to flex across advertising, retail and digital – bringing global exposure to the collection.

The ODD Solution

Both brands stand for quality and craft, but at the heart of this collaboration was an emerging discord: Liberty of London brings to mind nature, beauty and a refined intricacy, which is at odds with the tough and rebellious ethos of Dr. Martens.

However, the partnership with Dr. Martens was entirely natural – hence the ‘Wild Nature’ theme that ran through the campaign, which saw Liberty’s flora and fauna disrupted with urban elements.

As well as a press campaign that ran across leading fashion and lifestyle titles, we created a retail scheme that took pride of place in Liberty’s windows and a pop-up boutique inside the store. The campaign was also rolled out globally across Dr. Martens’ own stores, in windows and POS.

Beautiful Effectiveness

The collaboration launched in June 2012 and proved a huge success, so much so that the collection was sold out in store.