Dr. Martens 1460 Line

The Brief
Create a disruptive activation in Stockholm to communicate Dr. Martens’ iconic 1460 model as the perfect festival boot.

The work
Dr. Martens 1460 has taken festival goers to cultural events since its launch over 60 years ago. To celebrate this, we took it one step further by creating the 1460 Line – a new tram line, taking festival goers from Stockholm’s city center to a nearby music festival. Onboard the branded 1940’s tram, passengers enjoyed a music performance by Swedish artist Raghd who performed an exclusive set while the tram made its way towards the festival area. Consumers were encouraged to join the ride through guerilla posters in the city with a QR code linking to a booking page as well as through PR work and editorial coverage. We also had a pre-ride for our closest influencers and KOLs in Stockholm, generating strong organic coverage in SoMe channels.

Through a media partnership, Raghd and the tram received a feature in fashion magazine Vogue Scandinavia. A photo series of Raghd wearing 1460's inside the tram was published along with an interview where she shared her experience of the campaign.