Dr. Martens: Still Summer
Task
Platform13 was tasked with showcasing how the Dr. Martens community on TikTok keeps their Docs on rotation in the summer months, with the added ask to create a unique sound to link the series.
Approach
We identified a very live and prominent issue around the damaging impact of unrealistic beauty standards, which is rife on social media.
We know (and love) that Dr. Martens is a brand with universal appeal which doesn’t conform to traditional beauty standards, so we cast wearers who truly represent themselves, with the style and attitude that comes with being part of the Dr. Martens community.
Output
A global TikTok and Instagram Reels campaign enlisting 2 unique creators self-shooting 6 videos to show how they pair a Dr. Martens summer shoes for each of their summer occasions. The series was linked by an original summer remix featuring a curated audio meme and produced by Platform13.