Mustoe Merriman Herring Levy is launching its debut work for Dr
Martens next month with a global branding campaign for its Open Airware
A press and poster campaign promoting the range of sandals will run in
the style press in the UK, France and the US. There will also be a
poster campaign in the US, which is the company’s biggest market.
The work has been inspired by the observation that many people loathe
feet - particularly their own. Mustoe Merriman’s campaign juxtaposes
images of bare feet with those wearing the Dr Martens sandals.
Next to the feet appear the words ’ugly’ and ’beautiful’, ’cold’ and
’cool’, and ’problem’ and ’solution’. All three executions are signed
off with the line: ’Dr Martens has the cure.’
Jo Ford, the account director at Mustoe Merriman, said: ’Dr Martens
don’t just make black boots. They have some great new designs that will
come as a surprise to those who think they know all there is to know
about the brand. It’s our job to showcase the new range while making
people realise that there is far more to Dr Martens than punk rock and
Dr Martens appointed Mustoe Merriman to its international account in
November last year, ending a six-month relationship with TBWA GGT Simons
TBWA had been charged with the task of launching the famous shoe brand’s
first major advertising campaign to run across its core markets in
Europe and the US.
The company, owned by the R Griggs Group, is expanding its portfolio of
brands in a bid to take on the global trainer giants such as Nike and
The latest campaign was written by Paul Diver and art directed by Alan
Morrice. Photography was by Frank Herdolt with typography by Tim
Media planning and buying is by Manning Gottlieb Media.