Dr. Martens 50th anniversary posed a unique challenge. As a brand, which defines individuality and non-conformism, the challenge was to celebrate this significant birthday in a credible, relevant and creative manner, using a strategy which felt very real and natural for the brand. By mixing original creative content with access and advocacy, and driving traditional and non-traditional media channels, exposure was able to reinforce Dr. Martens position in the market and herald its connection with music and youth. The global campaign was rooted in music and subcultures, synonymous with rebellion, which reinvigorated core consumers, challenged current perceptions about the brand and the product, and ensured relevancy to new advocates of Dr. Martens. By harnessing the creativity and originality of new talent and letting them re-interpret cult classics in their own way, we accessed a unique and powerful network, effectively spreading the word before the tracks were actually recorded. The interaction with influencers and bloggers provided content, beyond a ‘fashion’ sensibility, where Dr. Martens could drive reappraisal and, at the same time, drive a credible music association. The videos and still-life photography communicated these iconic music partners as advocates of the brand via the talent wearing the new Dr. Martens collection.

- Hosted advocacy building dinners (London, New York). Guests, including cultural commentators, media and VIPs, ignited debate and unique ‘first edit’ content previews.- Fashion bloggers visited Dr. Martens factory, Northampton. Each was provided with rich campaign content to create their own personal 50th anniversary stories, drive comment and observation.- Exclusive premier screenings of tracks and videos for media and key stakeholders- Talent interviews and behind-the-scenes access at recording sessions and video shoots drove exclusive media.

- Retail theatre of limited edition 1460 boot sold for £14.60, created queues around the block in Covent Garden- Customized windows in New York’s Opening Ceremony added noise and hype to retail - Product placement of key celebrities brought to life ambassador programme - Press reception at British Embassy (Tokyo), hosted by members of Funck and Martens families (DMs founders) and Griggs’ family (Manufacturers). Followed by music event (feat. DJ Don Letts) for media, retailers, influencers and celebrity guests.

47% of UK adults were hit with the key messages (source Metrica). Over 320 branded pieces of coverage were delivered, 72% positive. These included DPS features in The Independent, The Observer Magazine, Clash, Notion, Financial Times, New York Times, New York Magazine and Interview.Total opportunities to see - 180,000,00. AVE £1.9million + influencer dinners attended by 12 people in the US and 16 in the UK. Bloggers breakfast attended by 21 and preview screenings by 40 people – media, opinion formers and influencers. There were 1.6 million hits to the website with 76,779 downloads of tracks, and 840,000 views on YouTube. 300 pairs of 1460s sold out in 2 hours, after customers started queuing at 7am. Sales grew by 30% globally.