Dr Martens Europe campaign focuses on struggling creatives
Dr Martens is focusing on young creative talent in the UK and Europe with a new campaign. Called Dr Martens Presents, it starts with a partnership with Liverpool independent radio station Melodic Distraction.
The station acts as a platform for emerging talent in the city but has been unable to stay in its studio “due to the gentrification of the Baltic Triangle district,” Campaign reported.
The footwear brand will now support it to move to a temporary studio and help it raise funds for a more permanent home. Video content for the project will be housed on the Dr Martens Presents website.
In total Dr Martens EMEA will work on eight initiatives in the campaign’s first six months, all of them supporting creative networks that are challenged due to the Covid-19 pandemic.
One collab is with Berlin-based alternative pop duo Madanii & L:lucid, and another is with Hotel Radio Paris.
The results are being captured by brand experience agency Amplify that’s creating a series of content videos looking at the artists’ creative processes, communities and cultural causes.
The company is also linking up with magazine The Face for an EMEA-wide content partnership.
The retailer and manufacturer told Campaign that “our relationship with subculture is at the core of Dr Martens' identity, and it's these communities we have to thank for adopting us and cementing our place in pop culture over the last 60 years. Independent creatives have been an extremely important part of what makes our brand what it is today, which is why we want to give back and champion their creativity and resilient spirit.
“We recognise that the barriers faced by emerging artists are massive at the moment, which is why we're focusing the first wave of Dr Martens Presents collaborations in EMEA on projects that support and raise awareness of local creative communities and causes.”
The company added that the campaign “isn't about sales for us, it's about celebrating our heritage and demonstrating our values. We want to create deeper and more meaningful connections with our community and show what we stand for, and right now, grassroots artists, creatives and collectives really need our support.”
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