Dr. Martens /
DM50 Campaign
April 1st, 2010 marked Dr. Martens’ 50th Anniversary. Known for their classic 8-eye boot, they are a brand that defines individuality and non-conformism. They’ve been adopted by various subcultures throughout their history and continue to be a brand synonymous with rebellion.
In order to reinforce their position in the market, herald their connection with music & youth culture, we created a campaign that was rooted in music in order to reinvigorate wearers of old, challenge current perceptions about the brand & their product as well as introduce new consumers to Dr. Martens.
To leverage their heritage in music, we commissioned 10 contemporary musicians from various genres of music around the world to reinterpret cult classic tracks from the brand’s history. Video directors were then curated to transform the tracks into music videos. The result was a body of work that illustrated the link to youth culture while celebrating their heritage as well as showcased a range of new product that is currently redefining Dr. Martens.
The tracks & music videos were complimented with an intimate documentary on the artists during the recording process. As a digital based execution the hub of the campaign resides on drmartens.com, where all videos can be viewed as well as free track downloads are available.
Microsoft Zune /
ZuneZine
We were asked to develop an activation platform for Zune sponsorship of CMJ in New York. In response we designed and published a music magazine for distribution at hip New York stores, news stands and at music venues in the city – promoting Zune event talent and highlights of the CMJ lineup. The magazine was concurrently published outdoors on wild posting sites in and around key music venues to enhance ownership of the event and visibility in downtown Manhattan.
Casio G’zOne /
Apocalypse Insert
This photo book insert appeared on the front cover of Vice magazine’s Iraq issue. As part of a wider campaign it launched the Casio G’zOne cellphone to the American public. The G’zOne is a phone with a distinct USP. It is virtually indestructible and is tested to military standards against everything man and the elements can throw at it. To underline these product features and target a market that anchors around the outdoors and board sports we embarked on a journey through California’s most extreme environments working to a central theme of Apocalypse. After all, if the world does end abruptly, it will pay to have a robust cellphone.
Dr. Martens /
Originals Campaign
We were asked to develop a global ad campaign to reinvigorate and re-establish Dr. Martens as a relevant and iconic fashion brand appealing to a younger demographic while maintaining the authenticity of the brands heritage messaging. In response the aesthetic of the shoot was grounded in the core principles of authenticity, originality, sex and rebellion. The imagery was shot in two London locations referencing the heritage of the brand. Shot in a loose reportage style the imagery remained relevant and honest. The use of Daisy Lowe as the face for the brand further reinforced the brand’s relevance in the fashion market.
