The campaign was developed, art directed and produced by ODD and includes print, retail, film, digital and social media activation.
Where previous campaigns have focused on singular characters that embody the brand, the new strategic platform of #WORNDIFFERENT brings together a group of characters to communicate a powerful message of diversity. The result is a campaign that embodies the reality of the brand today: not only worn by subcultures, but adopted by a diverse group of wearers united by individuality and self-expression.
The core execution was captured in a warehouse setting, referencing Dr. Martens industrial roots. A cast of 29 individuals who reflect the brand’s audience groups, showcase the diversity of the 600+ different products that Dr. Martens sell today.
The multi-channel campaign will drive consumers to a specially-designed and immersive online ‘hub’ hosted on drmartens.com, which will not only provide a rich selection of content to explore but in a brand first, will make it shoppable – streamlining the path to purchase.
To complement the brand activity and provide assets that can be utilised across Dr. Martens own channels and its wholesale portfolio, ODD created a series of still life ‘Product Stories’; all of which are designed to reinforce the core brand identifiers of diversity and rebellious self expression.
Darren Campbell, Global VP Product & Marketing, Dr. Martens said: “Dr. Martens has always sought to champion individuality and self-expression. This campaign harnesses the power of a collective group to reflect our commitment to inclusivity and diversity – shown through our product range and the people who wear it.”
Nick Stickland, Co-Founder and Executive Creative Director, ODD said: “The Dr. Martens wearer continues to inspire us day in day out. In bringing together a diverse cast who embody the individualism of the brand, we hope to continue to demonstrate its relevance to an ever evolving and broader set of consumers.”