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.
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.
The Tough As You campaign featured Swedish Grammy award winner Zikai and acknowledged DJ bbygusi in two artists’ portraits, where they share their stories and experiences about the past year when the pandemic has been a big challenge. Besides this AWB develop the communication plan, did talent management, and planned and executed a local launch event for media and influencers in Stockholm including live performances by the two talents.