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DR. MARTENS

The iconic “DR. MARTENS” transforms the streets of Milan

IGPDecaux

Founded in 1960, Dr. Martens is a well-known brand that has conquered the world with its sturdy, durable, and unmistakable footwear – "Boots like no other" is the pay-off of their winter campaign, launched in Milan to celebrate their iconic boot.

Dr. Martens chose to communicate on OOH from IGPDecaux by transforming the streets of Milan into an urban gallery that highlighted the bold character and durability of the shoe, while always keeping the focus on youth culture and fashion trends.

Little was needed to enhance the essence of this product that speaks for itself, for which no stunning creativity or sharping wording were necessary. The focus was placed on authenticity and its history using IGPDecaux traditional MUPIs, emptied of internal elements and transformed into open-air showcases, illuminated by yellow LEDs that reflect the brand's iconic colours. The iconic boot was placed in the centre of these showcases, thus reinforcing the "less is more" concept. A bold and winning choice, which reconfirmed how the Brand Solutions team from IGPDecaux is always up to the challenge.

IGPDecaux

The campaign, on air from October 7 to 20, included strategic positions in Milan, chosen near Dr. Martens stores, with the purpose of creating a strong and immediate impact, capturing the attention of people through a drive-to-store strategy. It wasn’t just advertising; it was a true experience!

Which systems are involved?

pensilina - en

Bus Shelters + Mupi

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Centro Direzionale Milanofiori
Strada 3, Palazzo B10
20057 - Assago - MI
Tel: 02/654651
Fax: 02/6599037

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