Dr Marten's film praises people that are tougher than its shoes
Empowerment and diversity are at the centre of Dr Marten’s global Autumn/Winter ’19 campaign - ‘Tough as You.’
For years, the iconic shoemaker 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 on the concept behind Dr Martens' 'Tough as You' campaign.
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.
The photographer and director Alex de More created the film and accompanying still assets by exposing the film from the wrong side to creating a strong colour shift to red and yellow tones.
The film will appear on the brand’s Facebook, Instagram and YouTube channels in countries including the UK and US, as well as key markets in EMEA and APAC. Over the next couple of months, the campaign will be supported by social media activity and out-of-home advertising.
Commenting on the launch of its Autumn/Winter ’19 campaign, Jo Lumb, executive producer at We Are Social Studios, said: “The Dr Martens brand has a long history of doing things its own way. Using Redscale in the creative process enabled us to tell our contributors’ individual stories of resilience while capturing the brand’s disruptive, punk attitude to create a truly unique look and feel for the campaign.”