A great brand is more than just a great product, it is defined by its values and by its people. Dr. Martens’ new ‘Made in England’ campaign from ACNE turns the spotlight inward, tearing down the curtain to showcase the craftsmanship and people that help make each and every pair of shoes.

In a no-frills behind-the-scenes video at Dr Martens factory, audiences are introduced to the team of people that work together to make the brand what it is and the iconic shoes. There’s something authentic, honest and quintessentially Dr. Martens about the creative, that focuses on the brand’s English heritage to instil a sense of connection with the shoemaker and its people.

Working with director Margot Bowman, the 60 second film shines a light on the original Dr. Martens factory in Wollaston and features a number of their makers, who each bring their own experiences and individuality to the boots and shoes that they craft. A team member speaks about the brand with pride and a sense of community radiates throughout the video, they describe lovingly, “A big bunch of weirdos shoved together on a daily basis.”

Post-Brexit where much of Britain seems to have lost its cool, the campaign strikes the perfect tone of authenticity and community that audiences can connect with. Audiences are shown a version of England that they can relate to and that they resonate with, one that is not exaggerated but instead has a humble sense of fun and familiarity. The campaign aims to pull out the deep-rooted emotion that comes with one of the world’s most iconic pieces of footwear by unveiling the shoemaking processes that comes across as bespoke and premium when paired with a team of friendly human faces. 

The work is the first for Dr. Martens from creative agency, ACNE and the film is due to run across multiple locations including the US and Europe, over the next few months. 

By turning the lens inward to focus on the people that make up the brand the shoemaker is able to create a stronger sense of legacy and build a greater connection to audiences.