Dr Martens signs Agyness Deyn to flag up British roots

By Nicola Clark, marketingmagazine.co.uk, Friday, 12 August 2011 10:30AM

Dr Martens is aiming to benefit from a resurgence in the popularity of British products with an autumn/winter campaign that features UK-born model Agyness Deyn.

Dr Martens: signed up model Agyness Deyn to flag up British roots

The 'First and forever' push, created by integrated agency ODD, will include print, film and social media activity.

Ads have been shot by photographer Gavin Watson, known for his images of British youth and subculture. The activity is intended to promote Dr Martens' British heritage and irreverent nature.

The campaign will centre on Deyn and fellow model Ash Stymest, who will be pictured recording their own spontaneous journeys of 'first' moments and experiences set across British landscapes.

Social media activity will encourage consumers to share their personal 'first experiences' such as a gig or crush, as well as their first pair of Dr Martens shoes.

The footwear brand is creating a social media map of 'first experiences', to which consumers will be invited to contribute. Dr Martens will also encourage consumers to participate in a range of its own 'first experiences' and record them on social media channels.

It comes as 72% of consumers told a OnePoll survey for Marketing that UK brands should make more of their British heritage.

Dr Martens claims there is an increased demand for boots made in England and has expanded its factory in Northamptonshire.

This article was first published on marketingmagazine.co.uk