Dr. Martens Newest Online Campaign Is Built Upon Shared Nostalgia
A new series of ads from the popular punk brand plays on the consumer's history with the iconic boot.
With the launch of the A/W collection around the corner, iconic British brand Dr. Martens have recently launched their new digital campaign in preparation. Building upon the ideas of irreverence and self-expression at the core of the brand, the campaign aims to hone in on that seminal ‘first’ experience between an individual and a pair of Dr. Martens.
Showcasing a short film based around a journey of ‘first’ moments, the First and Forever campaign further provides a platform for users to engage with one another’s brand experiences. Encouraging users to share some of their ‘first’ experiences [from their first pair of Dr. Martens, to first crush and gig experiences], memories are then plotted onto a social map whilst building a geography of personal experience in the process. This concerted focus on nostalgia has developed into an online space that houses a history of the relationships between the Dr Martens brand and its fan base — as well as a space to share and engage with would-be lost memories.