PROBLEM
People think Dr. Martens are too mainstream now that the brand loses its uniqueness.

INSIGHT
Some people believe that authenticity means not looking like everyone else. Yet, authentic self-expression isn't about being different for the sake of it; it's about the freedom to do what genuinely feels right to you.

IDEA
We cannot completely change people’s perspectives, but we can remind them stories of why Docs lovers love it that much. It's not just about appearance; it's about the personal stories and meaningful connections individuals have with Dr. Martens.

It's these bonds that truly define the iconic essence of the brand.

COPYWRITER: Zoe Nhi Phan
ART DIRECTOR: Zoe Nhi Phan