Dr. Martens Made Strong London

Amplify in collaboration with Kingdom Collective

Client: Dr. Martens

A collaboration between Kingdom Collective, Dr. Martens and Amplify to translate the brand’s MADE STRONG campaign into a brand experience that celebrated the rebellious self-expression and the collective strength of the Dr. Martens community.

We built a world for the community to step into and redefine what strength means to them, through the lens of local music, art and culture all under one roof, in Peckham’s cultural quarter, Copeland Park. We created moments of interaction and collaboration, featuring a lineup of live music performances, zine-making workshops, interactive street art, creator-led discussions, a unique photography experience and opportunities to swap stories of individual and collective strength and resilience. Bringing together the most influential names in London’s cultural scene: collaborations included Slawn, Motherlan & Reuben Dangoor; conversations led by Tayler Prince-Fraser of Original Shift; live music performances came from Mercury Prize winners Ezra Collective who headlined the evening music programme, supported by West London’s revolutionary producer P-rallel and dynamic rebel Pop sensation, Chi. With rising star Nayana AB, who recently won Dr. Martens Made Strong TikTok competition run as part of their wider brand mission to support grassroots talent. Online conversation explored the diversity of the definition of strength, individually and collectively, mirroring the wider brand campaign. Through a mix of earned media outreach and media partnership bringing the joy and rebellion of the event to life, editorially.