DOC MARTENS

It all started with a line…

​

“Surprise him in a little black lacy number” - written by the master of writers Mr Dennis Hoines.

I was a junior Art Director who had just joined The Jupiter Drawing Room, and was desperate to get my career started. So I stole the brief off the desk of the Senior Art Director late one night, and got to work.

Dr Martens was launching in South Africa, but they did not want to be associated with the bovver boys from London, but wanted their boot to be aimed more mainstream.

Our idea was to create a campaign to show that the heavy duty man's working boot could also be worn as a fashion item by women, with all the attitude and sass of the Doc Martens brand.

A LIVING Outdoor EXPERIMENT

​​

Live outdoor sites were used to help further entrench that Doc Martens attitude. Sites were identified in the Johannesburg area and in week one the "Docs Kick Butt!" slogan and motif were introduced. The outdoor was a living canvas for students and members of the public to contribute to and help magnify our message.

This was a version of social media back in 1994.