Empowerment and diversity are at the centre of Dr. Marten’s global Autumn/Winter ’19 campaign ‘Tough as You.’
For years, the iconic shoemaker Dr. Marten has been the must-have accessory for edgy individuals, attracted by the brands trendy, punk attitude.
"We know that the only thing tougher than our footwear are the people who choose to wear it," explained Andrea Moore, global marketing director at Dr. Martens on 'Tough as You.'
She said that rather than talking about itself, for its Autumn/Winter '19 campaign, it wanted to tell four incredible stories of resilience for people to relate to.
Created by We Are Social with production from its studio team, the film includes Sarah Lu, a first-generation Vietnamese immigrant who is a sought-after hand poke tattooist; Blaine, a disabled musician who's spent more than 10 years campaigning for greater accessibility in music; South African born Nakhane, a singer who has been a strong voice for the LGBTQ+ community and Sistren - a trio of sister-friends who have spent years fighting for safe spaces for people to explore their identities.
Each share a powerful moment of resilience and how they overcame adversity to become who they are today
After the film launches today, over the next couple of months, the campaign will be supported by social media activity and out-of-home advertising.
We Are Social
Jo Lumb, Executive Producer, We Are Social Studios
Alistair Campbell, Executive Creative Director, We Are Social
Paul Rider, Head of Art, We Are Social
Leah Ogilvie, Account Director, We Are Social
Viki Bell, Account Manager, We Are Social
David Feldman, Associate Creative Director, We Are Social
Beth Kwaterski, Senior Creative
Ellie Lynch, Senior Creative
Zanna Wharfe, Senior Strategist, We Are Social
Sarah Hecks, Associate Editorial Director, We Are Social
Annabel Heath, Production Manager, We Are Social Studios
Victoria Barrio, Global Brand Marketing Manager
Alex de Mora, Director and Photographer
Ollie Ford, Director of Photography