Dr. Martens – Agyness Deyn Collaboration
THE CHALLENGE: A long-standing fan of the brand, Agyness moved from modeling in #FIRSTANDFORVER to collaborating with Dr. Martens on her own range of footwear and fashion for the ‘Agyness Deyn X Dr. Martens’ AW12 collection. With the brand diversifying into clothing, Dr. Martens wanted to leverage the collaboration and engage with a high-end audience of influencers and opinion formers from the fashion world.
OUR APPROACH: Inspired by her upbringing and cultural heritage, Agyness’s collection pulled popular 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.
OUR SOLUTION: As a British fashion icon, Agyness was highly influenced by American culture, so for our campaign story we 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.
We maintained consistency with the main-line collection look and feel by retaining the lock up, but allowing Agyness to break free from the border device gave us great flexibility across executions, especially in retail design.
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.
THE RESULTS: 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.
'At the age of 13, Agyness bought her first pair of Dr. Martens.'
For her AW12 film, we follow Agyness and friends on a roadtrip into the unknown,searching for an escape in weird and wonderful landscapes of California.
#FIRSTANDFOREVER INDIVIDUAL STYLE. UNITED SPIRIT.
