Projects ― Creative Direction / Art Direction ― Dr. Martens | The Next Revolution ― DM’s Lite
Dr. Martens - The Next Revolution - DM’s Lite
Dr. Martens wanted to broaden product awareness beyond the classic Originals range with the launch of the new DMs LITE range. Challenging many of the current barriers to purchase, the new range featured lighter soles and more simplified silhouettes.
In order to target a younger, digital-first audience, we developed a 360 campaign that built hype through both digital and real-world experiences.
We collaborated with tastemakers across the globe including musicians, visual artists, stylists and fashionistas.
Focused by our brief, each gave their unique take on the product’s lightweight construction and contemporary silhouette. Underground pop-up gigs in key-market cities were promoted and streamed on Snapchat to build excitement and drive sales online and in-store.
Our core assets took inspiration from sneaker-culture, mixing product-centric photography and film with lifestyle imagery that stayed true to the brand’s rich cultural heritage whilst communicating key product USPs around lightness and aesthetics.
ODD London | Creative / Art Direction Luke Williams / Turhan Osman | Photography / Film Studio Private
Film
Product USP’s
Youtube / Social
Art Direction
Campaign Activation
Digital Display Banners - Rich Media
Social Media
OOH
AWARDS FINALIST
Shortlisted Drapers Digital Awards 2017 | Best Marketing Campaign
ODD were shortlisted with Dr. Martens for the Drapers Digital ‘Best Marketing Campaign’ Award for ‘The Next Revolution’ – the launch of the DM’s Lite. The awards celebrate the best digital initiatives across the fashion industry, and are open to both pure play etailers and retailers.
CREATIVE EFFECTIVENESS
The campaign drove positive results across all channels and metrics.