For over five decades, Dr. Martens boots have been adopted and subverted by countless rebellious individuals – people who stand for something. We were asked to launch the 2014 #standforsomething Dr. Martens’ campaign to media.
The activation was new but the #standforsomething campaign is seasonal, meaning that media had already been introduced to the story. We had to ensure that the launch activity felt fresh and that it brought to life the rebellious individuality and self-belief of Dr. Marten wearers in a new way.
We recruited rebellious spoken word artist John Cooper Clarke who performed for our audience of eighty media and influencers, and explained what he stands for. The Exposure gallery became a hub for the campaign imagery and attendees were encouraged to partake in the campaign by writing what they stand for on our interactive blackboard installation. New collection products were displayed in the space, a DJ played a set inspired by the campaign and we screened the campaign film.
Attending media and celebrities were inspired to tweet or instagram from the event including Chloe Howel and John Cooper Clarke, i-D Magazine, InStyle UK and Champ Magazine. Online and print coverage appeared in Time Out, on Selectism, Wonderland and Style Noir. The online coverage alone amounted to over 100,000 unique monthly views, we successfully put a new spin on #standforsomething and got media and influencers talking about the brand.