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.
Not only did the campaign reaffirm Dr. Martens’ authentic links with music, capturing the attention of long-standing Dr. Martens wearers, it reasserted its ongoing connection with youth culture, capturing the attention of hard to reach Millennials.
The campaign resulted in 300 pieces of editorial, drove 250,000 track downloads and 2 million video views that resulted in a 30% global increase in sales during the campaign cycle. In 2011, the work won Best Consumer Campaign and Best Use of Media Relations at the Cannes Lions International Festival of Creativity.