The brief
Dr. Martens asked AWB to develop a local version of the brand campaign Tough as You and to build the creative storytelling around the campaign to align with the local challenges that the music / creative industry faces in Sweden due to the pandemic. The focus was to produce a digital campaign that targeted 18-24 y/o in Sweden and to educate the Dr. Martens fans on the brand purpose, empowering rebellious self-expression.

The Work
AWB developed a local version of the Dr. Martens brand campaign Tough as You which is an initiative where Dr. Martens supports, fund, and increase creative opportunities for emerging, underrepresented talents. Together with progressive creatives and communities all over Europe, the iconic brand wants to reshape the future of the music industry. In Sweden, AWB was responsible for developing the creative concept and producing the campaign material together with production company Madbunny and director/videographer Joel Hördegård.