On April 1st 1960, the first pair of Dr. Martens boots rolled off the production line. In 2010, the brand turned 50 and asked us to help them celebrate by creating an attention-grabbing global campaign.
For five decades, the classic 8-eyelet boot has been the self-selected footwear of the world’s most influential musicians. We compiled ten, era-defining cult tracks and asked ten contemporary musicians to re-record them. We paired each tune with an acclaimed director who shot a music video that became shareable digital content.
We seeded the soundtrack to key opinion formers: bloggers, journalists, diehard Dr. Martens fans, artists and DJs, put on gigs and gave away limited edition DMs in stores across London. We celebrated half a century of Dr. Martens by acknowledging the role of the past in its present.