Dr. Martens is getting into a brand new period in its 80 12 months historical past by appointing London based mostly artistic firm The Midnight Membership to assist reboot its artistic output, starting with its A/W 24 marketing campaign.
The Midnight Membership – who’re recognized for his or her disruptive campaigns in sport, trend and leisure with manufacturers comparable to Adidas and Tommy Denims – have been tasked to flex their cultural know-how and create an end-to-end marketing campaign spanning throughout social, out-of-home and in retail shops besides.
Touchdown on a artistic that has the potential to see Dr. Martens tackle a sneaker obsessed tradition, the marketing campaign options the long-lasting 1460 boot but additionally features a re-imagining of the Sub-Boot and 14XX with the overarching theme of ‘resistance’ – a boot that’s constructed to face up to the weather, standing the check of time.
These reimagined variations of the shoe that sparked a cultural shift will take centre stage within the model’s A/W 24 marketing campaign highlighting the gathering’s versatility within the ever-evolving panorama.
On the Dr. Martens appointment, founding father of The Midnight Membership, Ben Moutrie says: “Being appointed by such an iconic British model and product chief was an actual privilege for everybody within the firm. Dr. Martens is a type of uncommon manufacturers that’s at all times related.
“We felt a kinship and customary floor with the Dr. Martens workforce from day one; a shared sense of rebellious spirit together with a dedication to timeless, traditional rules.
“The marketing campaign creates the sunshine and shade we like to deliver to our partnerships; provocation and environment blended with a sense of levity, resistance and optimism.”
When it got here to manufacturing, the marketing campaign was dealt with by The Midnight Membership’s inner manufacturing firm ZERO – a brand new enterprise which pairs idea with execution and prioritises extra acutely aware, regenerative strategies, offering purchasers larger confidence and finish to finish management.
On constructing the artistic, artistic director at The Midnight Membership, Josh Connell added: “When it got here to this particular temporary, we needed to current a journey of disruptive and irreverent exchanges and re-introduce Dr. Martens to a beforehand sneaker-obsessed viewers.
“We witness our lead protagonist resist the weather to emerge as a collection of latest alter egos every impressed by the three boots.”
“Regardless of the extremity of what they confront, their angle and optimism stays as fixed as it’s contagious. Their journey by way of an more and more surreal tackle an city road is, in itself, an act of resistance — testing each the protagonist and the merchandise they put on.”
“By their development we communicate to evolution, endurance, and inevitability. Shifting from the icon of 1460 to the offspring it creates.”
Discussing the marketing campaign and appointment, Dr. Martens’ world head of brand name artistic, Andy Brown stated: “The Boots Like No Different artistic marketing campaign is designed to romance and energise the long-lasting 1460, positioning it on the coronary heart of our Sub Boot launch. This marketing campaign performs with type and identification taking us to new locations as a model.
“When it got here to choosing the precise companion to deliver this to life, we appointed The Midnight Membership as a result of their killer artistic method, it was the right partnership.”
