Projects ― Creative Direction / Art Direction ― Dr. Martens | #WORNDIFFERENT ― Season 1
Dr. Martens - #WORNDIFFERENT - Season 1
Where previous Dr. Martens campaigns focused on singular characters that embody the brand, the new strategic platform of #WORNDIFFERENT brought together a group of characters to communicate a powerful message of diversity. The result was a campaign that embodies the reality of the brand today: not only worn by subcultures, but adopted by a diverse group of wearers united by individuality and self-expression.
The core execution was captured by Film Maker & Director Danielle Levitt in a warehouse setting, referencing Dr. Martens industrial roots. A cast of 29 individuals who reflect the brand’s audience groups,
The core execution was captured in a warehouse setting, referencing Dr. Martens industrial roots. A cast of 29 individuals who reflect the brand’s audience groups, showcase the diversity of the 600+ different products that Dr. Martens sell today.
The multi-channel campaign drove consumers to a specially-designed and immersive online ‘hub’ hosted on drmartens.com, which not only provided a rich selection of content to explore, but in a brand first, the content make it shoppable – streamlining the path to purchase.
ODD London | Creative / Art Direction Luke Williams | Direction / Photography Danielle Levitt
SEASON 1 - Campaign Film
TVC / Cinema / Social
Social Media
Individual Style, United Spirit
Art Direction
OOH
SEASON 2 - Film Stills
ODD London | Creative / Art Direction Luke Williams | Film Brother Film
Campaign Film Launch - Social Media
Starring Mugan, UK new wave grime artist.
Starring dancer Gianna Gi.
AWARDS
Draper Awards Winner 2018 | Best Footwear Marketing Campaign
#WORNDIFFERENT campaign for Dr. Martens was awarded Best Footwear Marketing Campaign 2018. The Drapers Awards, which are the most highly respected in the fashion retail sector, recognise the top performing and most innovative brands.
CREATIVE EFFECTIVENESS
Dr. Martens | The Journey In Numbers
The collective results working with Dr. Martens for 4+ years