Dr. Martens is celebrating the diversity of its audience with a new global campaign bringing to life the brand’s positioning of rebellious self-expression.
Developed by creative agency ODD, #STANDFORSOMETHING will serve as the Dr. Martens communications platform for the next two years. The global initiative will hero real Dr. Martens’ authentic characters; who wear their boots and shoes with passion and pride, and their own personal stories about what they stand for.
“Dr. Martens are a global brand, and ultimately it’s the wearers that have helped shape what it is today. #STANDFORSOMETHING recognises this, while providing the perfect platform for us to engage our fans, new and old,” remarked Simon Jobson, Dr. Martens marketing director.
The activity kicks off with a film charting the history of Dr. Martens’ cross-generational and sub-cultural appeal, aiming to drive engagement with the brand’s digital and social channels. Further 90” and 30” films featuring some of the brand’s colourful wearers will also be seeded online within the bespoke Facebook app.
Online activity will be supported by print, OOH, POS, experiential and digital advertising.
Nick Stickland, founding partner and creative director at ODD, added: “The Dr. Martens consumer continues to inspire us day in day out, and in turning the lens on them, we hope to engage and inspire future generations of Dr. Martens wearers.”