Made Strong

Across the UK, with a focus on London, the battleground for cultural change is evident. Gen Z is at the forefront, redefining rebellious self-expression through music, art, and fashion. London is a place where individuals with diverse talents and interests are celebrated - the multi-hyphenates.

Individuality is the norm here, and radical self-care is pursued as a means to build strength for a new generation. To be strong in this context means living a life unapologetically true to who you are and how you feel.

Leveraging self-expression and strength through the core passion pillars of our audience was key to demonstrating how Dr. Martens is integrated into London’s subcultures, celebrating a new generation with a fresh perspective, embracing joy and rebellion.

We translated the MADE STRONG campaign into a content-driving brand experience in London leveraging the above insight and celebrating the powerful, collective strength of Dr. Martens’ community.

From talent to experience, from guestlist to amplification, we ensured the Made Strong messaging around strength and community resonated; drawing crowds to the experience and amplifying through media and content.

Strong Collaborations
Bringing together some of the most influential names in London’s cultural scene: collaborations included Slawn, Motherlan & Reuben Dangoor; conversations led by Tayler Prince-Fraser of Original Shift; live music performances came from Mercury Prize winners Ezra Collective who headlined the evening music programme, supported by West London’s revolutionary producer P-rallel and dynamic rebel Pop sensation, Chi. With rising star Nayana AB, who recently won Dr. Martens Made Strong TikTok competition run as part of their wider brand mission to support grassroots talent.

Guests were also encouraged to contribute to an interactive mural unveiled at the event and created by street art and abstract expressionist Slawn and societal artist Reuben Dangoor. The mural gave our community a unique opportunity to collaborate with the artists by finishing the piece on-site at the event.

Strong Amplification
Online conversation explored the diversity of the definition of strength, individually and collectively, mirroring the wider brand campaign. Through a mix of earned media outreach and media partnership bringing the joy and rebellion of the event to life, editorially.