DR. MARTENS SHOE CAMPAIGN
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THE BRAND The boot had first been created in England in 1901, as a modest but yet sturdy and durable work-wear. The brand Dr. Martens, though, was born during in 1960, when the air-cushioned sole and the characteristic black and yellow heel loop were added. It was initially a boot bought by the British workers, but it quickly started to be used by Skinheads and alternative music lovers, as a symbol of working class pride and rebellious attitude, and later on by punks and the more general British youth culture.
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THEÂ VISUALS
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THE PILLARS
CREATIVITY
MUSIC
SELF-EXPRESSION
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FASHION
THE TARGET AUDIENCE
PEOPLE AGED 16-50 SENSE OF SELF EXPRESSION OWN INDIVIDUAL STYLE SHARE A UNITED SPIRIT
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OLD CAMPAIGNS
#FIRSTANDFOREVER
#STANDFORSOMETHING REINFORCE THE HISTORY AND ETHOS OF DMS
BOND BETWEEN THE BRAND AND THE CONSUMER. EVERYONE REMEMBERS ITS FIRST PAIR OF DMS, CREATE ONLINE COMMUNITY
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#DMSLITE PROMOTE A NEW RANGE OF DMS
THEÂ ARCHETYPE MUSIC LOVER BRITISH REBELLIOUS HARD-WORKER DIFFERENT ALTERNATIVE WITH A STRONG STYLE
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THEÂ BIG IDEA
BE A ROCKSTAR
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THE STRATEGY
STARTING FROM THE BRAND'S STRONG CONNECTION WITH MUSIC, USE UNCONVENTIONAL MODELS TO SHOW HOW EVERYONE CAN BE A ROCKSTAR IN ITS OWN WAY
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PROPOSAL #1
SINGING IN THE SHOWER
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PROPOSAL #2
ROCK-KID
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PROPOSAL #3
ROCK-DOG
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IMAGE CONCEPTS
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REFERENCES
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MOOD BOARD
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SHOT PROPOSAL MALASAÑA
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PRODUCTION PLAN The image will be shot outside, in the Malasaña neighbourhood, using a street-style background with graffiti, that portrays Dr. Martens identity. The model will stand in a proud pose while wearing a mohawk and a collar with studs. During the post-production, the copy "Don't touch my mohawk" and the hashtag of the campaign - #bearockstar - will be added.
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THEÂ TALENT
A 3 YEARS OLD YORKSHIRE DOG WITH LONG HAIR THAT CAN BE STYLED INTO A MOHAWK.
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HAIR AND STYLING
THE HAIR WILL BE STYLED INTO A MOHAWK WHEREAS THE STYLING WILL BEÂ PUNK INSPIRED THROUGH THE USE OF A COLLAR WITH STUDS.
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LIGHTING SCHEME
NATURAL LIGHT ON A SUNNY DAY IN THE SHADOW TO MAKE ALL THE COLOURS POP OUT BUT YET BE ABLE TO CONTROL THE EXPOSURE.
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LENS CHOICE & ANGLE
A WIDE ANGLE LENS - 16MM - WILL BE USED TO ENHANCE THE FUN OF THE PHOTO. MOREOVER, THE MODEL WILL BE SHOT FROM A LOWER ANGLE TO GIVE THE FEEL OF HIS SUPERIORITY.
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FINAL ARTWORK
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THANK YOU!
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