We transported media back to ‘69 with an immersive Dr. Martens experience at The Bethnal Green Working Men’s Club – and enlisted influential cultural figures – Mike Skinner, Don Letts, Robert Elms and Gavin Watson – to retell history. Through live performance, music and talks, we repositioned the original skinheads as the youth culture pioneers that they were. The much maligned cult figures became inclusive radicals who changed the fortunes of Dr. Martens and the face of post-war Britain. By redressing history, the Spirit of ‘69 collection became a celebration of a pivotal period in Dr. Martens history.
The authentic Dr. Martens back story ensured press engagement for the launch of the collection. The story was so powerful that it was talked about well beyond the media event, resulting in a deeper understanding of the brand and more in-depth coverage. The collection was featured in Dazed & Confused, Vice and Selectism, and the campaign resulted in impressive product sell-through.