The Drapers awards are the most highly respected in the fashion retail sector, recognising the top performing and most innovative brands. ODD with Dr. Martens took home the Best Footwear Marketing Campaign Award for #WORNDIFFERENT. This campaign aimed at changing the perception that Dr. Martens only offers chunky-soled footwear worn by an alternative crowd. Our challenge was to inspire new audiences by clearly demonstrating the true breadth of Dr. Martens wearers and products whilst not alienating our existing loyal fanbase.
This summer Tesco’s F&F have partnered with CALM (Campaign Against Living Miserably), the U.K. male mental health charity. Launching this week, the #MarkYourMan campaign from ODD uses the impending World Cup to highlight the importance of guys supporting their friends. The campaign is supported by social films starring two U.K. comedians, Romesh Ranganathan and Rob Beckett. The pair feature in a series of short online films built to fit seamlessly into social feeds during the World Cup, encouraging men to open up and support each other. ODD also teamed up with F&F to create a “two part” t-shirt that forms a St. […]
Today sees the launch of ODD’s first campaign for Triumph following their appointment to help relaunch their Japanese sub-brand, Amo’s Style.
As always, the competition was tough but this time ODD took home not one, but two trophies…
ODD and F&F received some great coverage last week in an article published by The Drum, that cited the new brand direction as having been integral to the recent positive sales results. Below is an excerpt from the piece written by Jennifer Faull.