dr martens.png

Dr. Martens was built ON being anti-establishment, but what does that mean
in 2020?

CATEGORY: CREATIVE ACTIVATION

banner copy.jpeg

dr. Martens 

THE CHALLENGE

Dr. Martens has its roots in being anti-establishment and the punk subculture of the 1980s. But they wanted to know what’s happening in youth culture that could impact the brand in the next decade. Areas of exploration included music, sustainability, sexuality and more.

OUR APPROACH


We built a tribe of 12 super-fans spread across England, Scotland, France and Germany to derive brand meaning and create authentic brand stories, not ads

THE RESULT

whitestar.png

We  produced  a  new  positioning  with  Dr Martens  as  the  'antidote'  to   fast  fashion.