Dr. Martens – Spring Summer ’13
THE CHALLENGE: For SS13, Dr. Martens wanted to continue the ‘tribe’ messaging of ‘Individual Style. United Spirit’ from AW13, but were keen for integrated creative agency ODD to dial up the brand’s rebellious past in a modern way - bringing Rebellious Self Expression to life for the summer season.
OUR APPROACH: We wanted to bring a grittier and harder edge to the season through location, casting and messaging - so we set about finding new ways to bring a modern expression of the brand’s roots of rebellion.
OUR SOLUTION: Shot against the urban backdrop of manchester by punk photographer Gavin Watson, the shoot featured the return of the inimitable Ashy Stymest and his motely crew of Adwoa Aboah, Todd Taylor and Susannah Ligouri, a new find from Heidi Slimane.
The campaign follows our gang of friends in the build up to the pure release of a night out together, captured also in a driving and arresting film, which celebrates the brand’s spirit of self-expression and non-conformity.
Continuing the digital engagement piece from AW12, consumers can also share their own Dr. Martens style by uploading their personal portraits showing how they bring their individual style to life everyday.
THE RESULTS: Results to follow.
Following Dr. Martens’ Autumn/Winter 2012 campaign, British model Ash Stymest is back for the iconic label’s SS13 outing in Manchester.
