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Dr. Martens was built ON being anti-establishment, but what does that mean
CATEGORY: CREATIVE ACTIVATION
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.
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
We produced a new positioning with Dr Martens as the 'antidote' to fast fashion.
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