Approach
-
Originated from a simple look book shoot that evolved into a fully integrated global campaign.
-
Developed a series of short films centred around the theme of “firsts,” inspired by the insight that “everyone remembers their first pair of Dr. Martens.”
-
Wrote scripts that captured defining “first” moments like first love, and first heartbreak, leveraging emotional resonance to deepen brand loyalty.
-
Launched a phygital (physical + digital) campaign that included digital engagement, inviting customers to share their own “first” stories, seamlessly blending user-generated content with brand storytelling.
-
Emphasised the brand’s new high-end aesthetic, rich cultural heritage, and connection to personal milestones.
Results
-
The campaign was a massive success, winning multiple awards and revitalising Dr. Martens’ market presence.
-
The digital engagement led to a surge in customer interaction and brand sentiment, with thousands sharing their first moments, reinforcing brand identity and community.
-
Dr. Martens has re-established itself as a culturally relevant brand with a compelling narrative, steeped in Britishness, that resonated globally.
Awards
-
Campaign Big Award: Best Direct Campaign
-
Guardian Marketing & Advertising Awards: Best Campaign
-
Drapers Fashion Awards: Marketing initiative of the year
-
DADI Awards: Use of visual design, Consumer products campaign
-
BIMA Awards: Best Engagement