DR. MARTENS | TOUGH AS YOU SS20
Challenge: Celebrate six decades of Dr. Martens with a second brand campaign that delivers on our global line. Tough As You: The only thing tougher than a pair of Docs is the person wearing them.
Idea: The expression of ‘tough’ has evolved beyond physical toughness. In SS20 we celebrated four diverse creators who express ‘toughness’ in their own way to show that after six decades the same rebellious spirit lives on.
Highlights: Extensive through the line campaign messaging was activated by all markets (EMEA, US, APAC) from social, in-store, OOH, and a hugely successful UGC campaign element that got the community sharing what ‘tough’ means to them in 2020.
Role: Creative Director
GLOBAL CAMPAIGN FILMS (OPTIMISED FOR EVERY CHANNEL)
MULTI-FORMAT PHOTOGRAPHY TOOLKIT (RETAIL, SOCIAL & OOH)
GLOBAL OUT OF HOME (UK, USA, APAC, EMEA)
GLOBAL IN STORE
GLOBAL COMMUNITY SOCIAL ACTIVATION
CONTRIBUTOR FILM EXTENSIONS
BTS
NEWS
Client: Dr. Martens (Global Team)
Categories: Integrated Global Campaign
Year: 2019/20
Agency: We Are Social
Role: Creative Director (Pitch/Proposal, Concept Development, Scripts, Art Direction, Editorial Roll Out)
With thanks to Taz Tron Delix for directing and Filmawi for shooting stills.