"Outside of Ordinary"
Dr. Martens just launched a Brand Engagement (download PDF on the concept) project. It’s a series of B/W documentaries about young people pursuing their dreams. Good message, presented simply and effectively, kept me on their site for about 20 minutes, leaving with a positive impression of the Dr. Martens brand.
Comments:
Then thing I like most about this series is that the videos aren’t continually pushing “brand” or the “product.” In fact one is hard pressed to see any shoe in most of the videos. (I ended up watching them all) At first I kept expecting the subject to turn to the camera and say something along the lines of… “and I do all this in My Doc Martins” but it never happened. What you do get though is an experience that is beyond the brand and instead plays off an emotional connection. Brilliant Job.
Mason Poe, September 22, 2004 at 10:30 pm