Tough As You is the new Global comms platform for Dr Martens. It's inspired by the resilience of DMs wearers, who have never been scared to strike out and do their own thing. For Gen Z kids, facing a world of unprecedented challenges, it's a hugely relevant message. We won the pitch in early 2018. The first work broke in Autumn / Winter 2019, some of which you can see below. Spanning everything from online film, to point of sale and running everwhere from the US and UK, to Korea and China, feedback was universally positive from the markets.
The new work for Spring / Summer 2020 has just been completed. 2020 being DMs 60th anniversay, it shows how the spirt of DMs
wearers from the last six decades - punks from the 70s, protesters from the 80s, grunge bands from the 90s - is alive and kicking in the DMs wearers of today.