THE CREATIVE

Campaign activation while working at SYN
 

Client: Doc Martens

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Location: Global Guidance
 

365 retail article
 

Retail week article

Trendhunter

AV Magazine

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Brief: To create an a Global Toolkit outlining  a sharable activation for the release of 'Rain' - Doc Martens new Welly Boot.

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Solution: We started by exploring a wide range of interpretations of “rain”, from downpours and puddles to rainwear, emotional moods, and full art-installation moments. The client was particularly drawn to the idea of using real water in-store, which became the central feature we developed.

The Global guidelines in this case were being developed alongside regional guidance as timelines were tight. This meant checking in with 2 teams on the client side, keeping in mind both opinions when developing the creative.

We also had to keep in mind fabrication needs when designing the look and feel, working almost out the gate on production and immediately engaging with fabricators who had worked with water before. 

'Wear the weather' focussed on a creative narrative which mirrored the campaign shoot direction, about the freeing nature of stepping out into the rain, embracing it and being creative within it. With this direction we wanted to create an immersive experience which gave a dramatic feeling of the potential of getting soaked. This included a clear panel where water would fall in rain like droplets, running down the panel and then down a vitrine in the back wall. This back wall was also designed to be mirrored so that the consumers could see themselves reflected behind the physical water, connecting the look and feel to the campaign imagery and also allowing the boots to be seen on foot. This would also increase the chance of social content being shared as consumers look to take selfies in the mirror with the dramatic water effect. 

 

As well as the real water effect we also proposed an interactive floor in the space. When walking on the digital floor the screens would react creating ripple effects as if walking and playing in puddles. Our intention for this would be that the consumer can film and share the product on foot as they try it on in the space.

The toolkit went on to be a Global guide, in which Brooklyn, Munich, Paris and London all took inspiration. Budget necessitated a take down version of the space for Oxford Circus where the interactive floor was the main focus, with mirror sides to the cube providing an infinity mirror wet look effect that the consumers could play and take pictures in.

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