For some people, a ‘no’ is the end of the road. But for Dr Martens wearers, it’s a powerful, "f**k you!" state of mind which propels them forward onto better things.
Dr Martens wanted to create a global campaign for Autumn/Winter ‘19 which embodied these values. The aim was to own this attitude and to empower its audience to feel that they can do anything.
To achieve this, our team - with production from We Are Social Studios and working with acclaimed photographer and director, Alex de Mora - collaborated with Dr Martens to create ‘Tough as You’. The campaign showcases the rich heritage of Dr Martens and celebrates the resilience and determination of its fans around the world.
‘Tough as You’ centres around a number of contributors - tattoo artist Sarah Lu, musician Blaine, writer, singer and actor Nakhane and broadcasting trio Sistren - each sharing a story of a powerful moment of resilience and how they overcame adversity to become who they are today.
‘Tough as You’ launched with a film - created using the relatively unknown filming technique of Redscale* - which appears on Dr Martens' Facebook, Instagram and YouTube channels in countries including the UK and the US, as well as key markets in EMEA and APAC.
Over the next few months, our team will be supporting Dr Martens with an always-on content strategy to help drive fans to the ‘Tough as You’ hub online.
Dr Martens will also be using the assets created by our team in digital display and out-of-home advertising, as well as additional social media activity featuring cut down film assets of the individual contributors’ stories and behind-the-scenes footage.
* Redscale is a technique where the film is exposed from the wrong side, creating a strong colour shift to red and yellow tones.