#STANDFORSOMETHING

Global campaign across social, OOH and events.

Dr Martens is a brand steeped in cultural relevance and has always appealed to those that want to be different.

With the current economical and social backdrop lending itself to people wanting to use the way they dress as a way of expressing their own culture, identity and beliefs, it seemed the perfect opportunity for Dr Martens, the original British icon of subversion, to ask: What do you stand for?

We kicked the whole thing off with a film that charts the history of Dr Martens and it’s cross-generational / sub-cultural appeal.

This was followed by a series of OOH and films that celebrated real wearers who use the brand as a symbol of self expression, as well as initiating the conversation across social with an app, enabling fans to express themselves. Finally we used our stores to host events, and give our wearers a platform, hosting a series of music, poetry, and art events.

Big Bus Awards

Dr Martens’ Stand for Something campaign celebrates both past and present figures that have taken action to stand for what they believe in.

Next year will mark the 60th anniversary of when Rosa Parks, the ‘Mother of the Freedom Movement’, refused to give up her bus seat for a white passenger. This has become a key symbol of the modern Civil Rights Movement. Through the line ‘In 1955, Rosa Parks took a seat to make a stand’ accompanied with the image of the original bus interior in which she made her stand, we have linked the Dr Martens brand thought of ‘Stand for something’ to the moment in history.

There is no more appropriate place to communicate this message, than on the vehicle in which it took place.

We hope this will inspire our urban audience, and communicate that it is in our small everyday actions and moments, like travelling on a bus, that they can make history and actually stand for something.