Dr. Martens: 1461 shoe celebration

Task

The 1461 shoe was the second line Dr. Martens ever produced, way back in 1961. These days the 1461 shoe collection includes a variety of styles, but the essence has stayed the same - all built to be durable and empower your individual style.

Platform13 were tasked to tell the stories of the scuffs on the 1461 shoes from long time Dr. Martens fans.

Approach

We wanted to unearth the unexpected stories that are yet to be told from those who wear 1461’s as a way of expressing their mindset and values, a badge of WHO THEY ARE no matter their age, job, interests or style.

And importantly, these stories had to be told in the way THEY wanted to tell it, their memories, their stories of timelessness, versatility and durability.

We found brand lovers with authentic connections to the 1461, with real life experiences, shareable memories (photos, videos, anecdotes, sentimental items, personal archive).

Output

In a completely new content format for the brand, we created a 4 part insta content series used on social and on the website entitled 'The 1461 story'

The series consisted of short form video profiles, portraits and the compelling stories of of Henry, a renowned barber in Shanghai, London based Gorillaz bassist Seye, Tokyo-based model Miu and New York Art Director Spencer.