CITYist

Dr. Martens uses it’s brand identity to trigger the heart strings of it’s fans. Everyone remembers their first pair of Dr. Martens. The festival they stomped through, the fences jumped, smoking behind the school. The #FIRSTANDFOREVER campaign was shot by revered portrait photographer, Gavin Watson, who has captured British youth and subculture for the past 25 years. The narrative is propelled by Agnyess Deyn and Ash Stymest who tell the story of a young couple through sill imagery and film. The campaign launched in Fall 2011 and focuses on the raw emotions of a ‘First Heartbreak’. Spring 2012 picks up on a lighter note featuring the couple back together and celebrating their ‘First Love’.

Dr. Martens has launched a microsite which will allow fans to share their ‘first’ experiences which are plotted on an interactive map and then shared. Who knows, you might find your ‘first’.