Dr. Martens | Tough As You SS20

Challenge: Create a global, integrated, brand campaign to celebrate six decades of Dr Martens that lands “Tough As You” (The only thing tougher than a pair of Docs is the person wearing them). Idea: The expression of ‘tough’ has evolved beyond physical toughness. In SS20 we celebrated four creators who express ‘toughness’ in ways that resonate with Gen-Z, to show that after six decades the same rebellious spirit flows through wearers. Highlights: Extensive through the line campaign messaging was activated by all markets (EMEA, US, APAC) from social, in-store, OOH, and a hugely successful UGC campaign element that got the community sharing what ‘tough’ means to them in 2020. More here: https://www.krmzo.com/dr-martens-ss20