Possibly one of the finest cult campaigns in history, Dr. Martens’ #FIRSTANDFOREVER makes its return today with a shorT film connected to ‘tribe’. Originally launched in 2011, with a campaign featuring Agyness Deyn and Ash Stymest, #FIRSTANDFOREVER inspired countless Tweets, Instagram updates and touched people around the world with stories of first love, first experiences and simply the first time you did something and truly lived for that moment. Reaping in awards, including a prestigious ‘Most Innovative Marketing Campaign’ from WGSN at the Global Fashion Awards in 2012, it is only apt that #FIRSTANDFORVER should live on.
So what is a ‘tribe’? According to Dr/ Martens, “tribes are not just premised solely on style, but also by substance. A shared attitude, a spirit, an instinct.” The SS13 campaign was shot by Gavin Watson, featuring Ash Stymest, Adwoa Aboah, Todd Taylor and Susannah Ligouri on the streets of Manchester, with the short film directed by Fred & Nick from Pulse Films.
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