Dr. Martens

Tough as You


Dr. Martens briefed us to bring to life their global “Tough as You” campaign across Europe, whilst connecting with, and empowering underrepresented communities in music


We devised a 12-month European culture platform, bringing together high profile artist ambassadors with grassroots organisations across multiple markets. By giving mentorship and financial support to underrepresented community groups in music, Tough As You was realised as a 360 campaign with a clear brand purpose.


Talent booking and management – approach, briefing, contracting and management of six talent mentors across Europe including Mahalia (UK), Kojey Radical (UK), Luidji (FR), Claire Laffut (FR), Serious Klein (DE) and Kelvyn Colt (DE)

Mentee project highlights included artist development programmes with Small Green Shoots and Hoxton Hall, IAMME and Foufoune Palace, industry panel talks with Roots Berlin, stage curation with Burning Womxnand a Ghana x Germany culture exchange with Radio Oroko.

Comms & Amplification – EMEA media strategy, UK comms inc. asset creation, media outreach, paid partnership development and talent media interviews. 

Festival Activation – developed and delivered plans for Tough As You to activate at The Great Escape as a one day venue takeover featuring talks, workshops and performances by emerging artists. Brokered festival and talent deals and executed content and amplification plans through talent and media partnerships


Mentors – secured and managed six talent mentors, overseeing all deliverables across 11 IRL appearances, over 24 hours of mentorship and social amplification; 86 social posts, with OTS of over 17m

Mentees – 12 mentee projects supported across Europe creating opportunities for underrepresented communities

Events & activations – 7 live events attended by over 3000 people, 13 workshops reaching 100 emerging creatives, 30 studio sessions creating 9 original tracks, 1 livestream broadcast. All across 3 EMEA markets. 

Coverage – 140 pieces earned media, with OTS of over 21m, plus 3 broadcast opportunities, 4 media partnerships and 84 pieces of social coverage from target media and influencers.