Iconic shoewear brand Dr Martens is cementing its place at the forefront of progressive culture with a wide-ranging and radical new global brand platform, ‘Made Strong’.
Built in collaboration with the brand’s recently-appointed lead creative agency CALLING, ‘Made Strong’ will be shown across a variety of channels, underpinned by a 14-part online documentary series.
Spearheaded by a hero film and global out-of-home assets running across the US, Europe, and Asia, Dr Martens’ new campaign will aim to explore what it calls a ‘new, progressive form of strength that is emotive, flexible, and vulnerable.’
“We want Made Strong – our new brand platform – to celebrate everyone who finds the strength to be themselves – and to offer a sense of belonging to today’s diverse young communities,” said Dr Martens global chief marketing officer, Meg Johnson.
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Working with the team at CALLING to help us conceive and deliver Made Strong has been transformational. Their culturally connected, diverse, flexible team not only embodies all of the values that we believe in at Dr. Martens but also delivers on these values – with culture and purpose being at the heart of everything they do.”
The accompanying docuseries will bring together 14 people from around world to ‘share a minute in their shoes’, discussing themes such as strength, rebellion, vulnerability and radical self-expression.
CALLING executive creative director and founder, Josh Tenser added: “We couldn’t have dreamed of a better first brief than Dr Martens. Not just a campaign but a new platform for an iconic British brand. Connecting an enduring, cross-generational love for the famously durable boots – to a powerful, progressive truth in culture and communities today.
“It’s a time of great flux where new voices need to come to the fore, and we all need to find our strength. The project was created by a progressive, global community of people.
“Made Strong reflects the energy and vulnerability of the young cast captured by a hugely talented, all female, all PoC director collective KTM. And not least Dr Martens themselves – a business with inclusivity and emotional intelligence in its DNA.”
