Dr Martens today unveiled a short film starring models Agyness Deyn and Ash Stymest as part of the brand’s new First and Forever campaign.
The spot, which features Deyn talking about her first heartbreak, aims to kickstart discussion in the social space about other ‘firsts’ – from first gigs to first loves, or in the case of those bloggers invited to the launch this afternoon, first fashion shows. Ultimately the intention is to push conversation around that first pair of Dr Martens.
Accordingly, it confirms the brand’s commitment to digital marketing.
Simon Jobson, head of UK marketing, said: “We understand the digitally-connected consumer is increasingly ad savvy. They are editing out linear brand messages that are not relevant to their lifestyles… therefore a lot of our activity going forward is based on digital and social media attitudes.”
He said the #firstandforever campaign (heavily promoted with its own hashtag) was built on the insight that consumers have a lot of love and goodwill for the brand. “Everyone has a first moment or experience they want to talk to you about,” he explained. “That memory or brand equity stays with consumers for a long time.”
That insight was channeled into a campaign that although significantly driven by beautiful and traditional creative, centres on inviting the consumer to interact. The film itself therefore is purposefully short to encourage fans to head to the site and learn more.
Created by integrated agency ODD, the campaign ties in with the Dr Martens way of life by focusing on the ideas of “self-expression, creativity, irreverence and pushing back against the status quo”, said Jobson.
He referred to it as “unmistakenly Dr Martens and unashamedly British”.
Alongside the film created by duo FRED&NICK, the campaign also includes a series of images (as below) shot by Gavin Watson, a photographer revered for his portraits of British youth subculture.
It launches for autumn/winter 2011/12, and will run for 18 months through to autumn/winter 2012/13, with fresh creative each season.