DR. MARTENS
FINESS/DM LITE
About Dr. Martens
Designed by German inventor Dr. Klaus Maertens, Dr. Martens was a boot made for workers. Initially worn by postmen and policemen, the comfortable, durable and lightweight footwear defeated all competitors of the time.
Background
As a part of the global launch of DM Lites, AWB was asked to create a Swedish launch highlighting the new styles urban influences.
What we did
We partnered up with emerging rap artist Finess to co-launch his single and the new DM Lite styles.
This included a co-created a music video and press photos for the launch of Finess debute EP. As another part of the launch, we also hosted a party at the Swedish Brewing bar in Stockholm to celebrate both the EP and the launch of the new footwear styles.
DR. MARTENS
Designed by German inventor Dr. Klaus Maertens, Dr. Martens air-cushioned sole was originally engineered to provide support and comfort for Maertens’ broken foot. The Dr. Martens boot, then manufactured by British boot makers R Griggs and Co with its trademark yellow stitch, grooved sole and heel-loop, was a boot made for workers. Initially worn by postmen and policemen, the comfortable, durable and lightweight footwear defeated all competitors of the time. Read more about Dr Martens here.
What we do
Our partnership entails managing the Dr. Martens PR and showroom across the Swedish market.
DR. MARTENS
DOLORES HAZE – STAND FOR SOMETHING
About Dr. Martens
Designed by German inventor Dr. Klaus Maertens, Dr. Martens was a boot made for workers. Initially worn by postmen and policemen, the comfortable, durable and lightweight footwear defeated all competitors of the time.
Background
As a part of the global ‘Stand for Something’ campaign, AWB was asked to secure coverage for the FW15 collection, highlighting the brands diversity. We aimed to create strong content with credible and local opinion leaders, attracting consumers and reinforcing Dr. Martens connection to music.
What we did
We chose Dolores Haze, a fierce Stockholm music group to work with on the campaign. With their girl power, unique expression and cockiness, they were the perfect match right from the start.
In order to celebrate the release of Stand For Something EP, influencers and rebellious Dr. Marten fans were invited to a house party where the collection was exhibited by the creative team Cray Collective with Dolores Haze playing a live set.
Results
10 pieces of coverage and a total reach of 1,1 million
204 posts in social media
Total media value of 1,5 million SEK