1 August 2013
ODD launches new global campaign for Dr. Martens
p>Dr. Martens have a global fan base across a hugely diverse audience demographic. However, what unifies them all, from punk to indie kids, young and old, is the desire to stand out from the crowd.
To celebrate this diversity and to bring to life the brand’s positioning of rebellious self-expression, Dr. Martens are launching an integrated global campaign, which will hero real Dr. Martens’ authentic characters; who wear their boots and shoes with passion and pride, and their own personal stories about what they stand for.
Intended to deliver further engagement across the brand’s digital and social channels, the content rich campaign will kick off on 1st August with a film that charts the history of Dr. Martens’ cross-generational and sub-cultural appeal. This, along with the energetic 90” and 30” films featuring a moving portrait of just some of the brand’s characterful wearers will be seeded online and within the bespoke Facebook App.
#STANDFORSOMETHING will serve as the Dr. Martens’ communications platform for the next two years. The initial launch campaign will be supported with print, OOH, POS, experiential and digital advertising.
Simon Jobson, Dr. Martens’ Marketing Director said: “Dr. Martens are a global brand, and ultimately it’s the wearers that have helped shape what it is today. #STANDFORSOMETHING recognises this, while providing the perfect platform for us to engage our fans, new and old.”
Nick Stickland, founding partner and Creative Director at ODD, said: “The Dr. Martens consumer continues to inspire us day in day out, and in turning the lens on them, we hope to engage and inspire future generations of Dr. Martens wearers.”