We are Social redefines toughness in latest campaign for Dr. Martens

Josh Peachey's picture
by Josh Peachey

We are Social questions what toughness means to consumers in the latest part of its Dr. Martens 'Tough as You' campaign.

To help bring Dr. Martens’s wearers to the forefront of the campaign, each digital element will contain a call-to-action posing the question: ‘what does tough mean to you?’

The latest work is a continuation of the campaign they launched in September 2019.

The one-minute video spot features grime punk musician Bob Vylan, body-positive activist Lotte Van Eijk, rock band Naked Giants and model Avie Acosta, all of whom don pairs of Dr. Martens themselves.

Andrea Moore, Dr. Martens’s global marketing director, said: “Our contributors, all of whom are already Docs wearers, inspire others to be resilient every day. 

"Posing the question of ‘what does tough mean to you?’, we’re aiming to show the commonalities across our global communities and inspire people to have the courage to do what they want to do.”

The film will be supported by digital display and out-of-home advertising, as well as cut down film assets of the individual contributors' stories on social.

Watch the latest 'Tough as You' campaign video

On the Dr. Martens site, the company has featured blog pieces about each of their influencers used in the campaign, complete with links to the Dr. Martens products they like to wear.

Each of the influencers also explains what toughness means to them in 2020.