Joyful Campaign from Dr. Martens Welcomes in an Offbeat Summer

Although Dr. Martens are incredibly popular, there was limited awareness of their summer options. This year’s new collection took inspiration from the psychedelic hedonism of the 70s and its rebirth with the 90s Summer of Love. ACNE needed a digital first campaign that captured this free-spirited style but for a new generation of wearers. 

ACNE created a series of short films that captures what it means to be free-spirited today. Because not everyone’s summer is about sun-kissed bods frolicking by the sea. It’s less sunbeds and swimming pools, more rooftops and paddling pools with the rebellious streak and variety of DM’s wearers shining through. It was about making the summer yours, wherever you are and not conforming to the typical summer norm.