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Dr. martens

frankie press

The brief: Make the iconic footwear brand relevant for Gen Z and young Gen Y consumers who may be encouraged to buy their first pair of Docs.

What happened: We literally took the show on the road with Docs, kitting out up-and-coming Melbourne band Porpoise Spit with boots and shoes and getting them to document their very first road trip. This print + digital execution honoured the rock ‘n’ roll heritage of the brand while connecting that spirit to a new generation of Doc devotees. Riffing on the ‘My First Docs’ theme, we also created a highly relatable digital education piece in the frankie TOV – “How to wear in your Docs without maiming yourself” – that still tops search engine results for advice on managing new Doc Martens.

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