Dr. Martens

Challenge: Create a campaign for Dr. Martens, leveraging the brand’s 60+ year heritage.

Idea: No boot compares to the classic Dr. Martens 1460. Doc wearers have the power to make history in their 1460s.

Social media

Dr. Martens will continue their Make History campaign with a hashtag launch, #in1460. We will extend this phrase from print to social media, inviting Docs wearers to share how they are making history #in1460 boots. #in1460 should entice users to upload their own experiences, to be featured in the traveling exhibition: World Of Docs (next). Instagram photos using the #in1460 hashtag will be featured digitally in real-time as part of the exhibition.

Experiential

The World of Docs will be a traveling museum exhibition showcasing the worldwide archive of every Docs style from historical moments, unique collaborations, and celebrities. The exhibit will feature Dr. Martens brand history, science, and instagram-able installations for guests to interact with. It’s first installation grand opening will be held at the Victoria & Albert Museum, in the heart of London where the brand was born.

App

Dr. Martens will launch an app for Doc wearers to scan local historic music venues, sites whose histories are intertwined with our own. The app creates a filter of Doc’s iconic yellow stitching around the facade of the building, creating images users can share. After a user scans a location & takes a photo, they’ll be prompted to click on that location’s information tab, where they can read more about that venue’s history.

OOH

PRINTS

CW: Karen Silbert