Dr. Martens – First & Forever AW'12
THE CHALLENGE: Building on Dr. Martens’ growing success with the #FIRSTANDFOREVER campaign, the brief for the AW’12 campaign was to draw upon the brand’s ‘tribal’ heritage and tell a ‘how to wear’ story around the product.
OUR APPROACH: Throughout Dr. Martens’ history, the brand has been adopted, subsumed and subverted by many subcultures and tribes - from punks to mods and skins to stylers. These tribes were not premised only on style, but also substance. A shared attitude, a spirit, an instinct.
For many their first pair of Dr. Martens is both a statement of self expression and a stamp of belonging. An individual style, connected by a united spirit.
OUR SOLUTION: Shot for a second season by punk photographer Gavin Watson, ODD cast fashion model Alice Dellal, newcomer Billie Turnball and musician Gwilym Gold as our young, edgy tribe to embody the campaign sentiment.
The global campaign was shot against the urban backdrop of Hackney Wick, following the tribe on a night out through to the inevitable morning after. The films touch on aspects of bonds, belonging and friendship - bringing the concept of ’Individual style. United spirit’ to life.
We also created a digital platform that allows consumers to upload shots of their individual style to a Facebook app, with product prizes given to those with the most Likes. Dr. Martens now have a wealth of user created looks, telling a strong ‘how to wear’ story around the brand and spreading it socially to friends and fans.
THE RESULTS: Casting each character to represent different product categories, the films became engaging content that were seeded out to relevant media titles. As of November 2012, the main campaign film has had 3.3 million views through banners, pre-rolls and display
'Tribes are about bonds. A shared spirit, an attitude, an instinct.'
For our AW13 film, we follow Alice Dellal and friends on a raucous night out through to the inevitable morning after.
#FIRSTANDFOREVER INDIVIDUAL STYLE. UNITED SPIRIT.
