Art Director: Jaelyn Cooper Copywriter: Lauren Cervera Hybrid: Diego Ramirez Meda
What’s the big idea?
After some breaking in, Docs get more comfortable. They begin to really feel like YOUR pair.
Docs don’t just get older. Docs don’t just break down.
They get better with age.
Print Ads
In-Store Experiential Advertising
FIRST: Partner with Nordstrom or Saks Fifth Avenue shoe department.
SECOND: Set up classy feeling “studies” inside stores.
BUT there’s an interesting looking mirror there???
Digital mirror :
You try on a pair of boots.
Tap the screen, AND BOOM, you now look like a Silver Fox/Vixen. Creating a quirky photo opp’ for you and your fresh Doc’s.
The idea: As you age, your docs will still look as good as you do.
1990 - The Rolling Stones Steel Wheels/Urban Jungle Tour
Bus Shelter Smaller Side:
Approach and virtually try on Doc’s
Adjust the age of yourself AND the Docs
Bus Shelter Larger Side:
Scroll through the life cycle stages of a pair of Doc Martens
1969
1990
2023
Each Docs picture is in front of the venues you would wear your Docs to for them to get better with age.
2023 - 22nd Coachella
Tagline.
1969 - Woodstock