Dr. Martens Spirit of '69

Dr. Martens, the British footwear brand, launched a new capsule collection in September 2014 – ‘Spirit of ‘69’.

Ambition

The Spirit of ’69 collection included a full range Dr. Martens shoes and bags, with Brutus shirts, Trojan Records, Alpha jackets and Edwin Jeans combining to create a head-to-toe look inspired by the original skinheads from 1969. ODD was tasked with launching the collection as well as educating people to the fact that the original skinhead movement was the first multi-racial youth movement that embraced music and fashion.

The ODD Solution

In order to launch the new collection ODD chose to work with director Mike Skinner to create a hero film which explores the Spirit of ’69 from past to present influences.

We wanted to bring this story to life in a contemporary way, to demonstrate how this movement has continued to influence music and fashion right up to the modern day

The wider campaign included social media and retail channels to support and promote the collection. Working together enabled us to produce a campaign that truly encapsulates the spirit of the era.