Doc martens: rock your docs, your way.
Doc Marten has always been a brand that urges its consumer base to be different and to be confident while doing so. Throughout the brands’ existence, they have been known as a band of misfits. However, after the start of COVID-19 there has been a large appreciation for creators and those who dare to be different as platforms, such as Tiktok, become used widely as a way of self-expression. More so, since the start of COVID-19 there has been a transition of those who are trying to obtain that “effortless cool,” as many people are staying home more than ever. If I were to expand the campaign I would create a contest for those to show of how they #rockmydocs. The contest would ask the consumers to post videos on Tiktok, while showing of a talent, dance, or just a bomb outfit. The winner of the contest would work with Doc Martens to design a shoe that embodies that persons unique way of expressing themselves.
TA
16-35 year olds. Those who dare to be different and who are eager to express themselves through fashion, but still are looking for a classic shoe that goes with everything. These individuals also enjoy music, pop culture, and being around friends.
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Doc Martens can be worn by anyone no what style you have— punk, girly, funky, etc. More so, they are so versatile that you can effortlessly dress them up or dress them down. Because COVID-19 has left many yearning for that effortless, yet fashionable style, we decided to replicate that concept in our campaign by juxstapositioning that easy, effortless look with a unique, creative background that highlights each persons individuality.
