Dr. Martens — #Firstandforever

Role: UX, design. Credits: ODD.

Online campaign that encouraged users to share first time experiences that became defining moments in their lives.


The site was part of #Firstandforever, an integrated campaign for the Dr. Martens Autumn/Winter 2011 collection. Based on the idea that everyone remembers their first pair of Dr. Martens, the digital entity asked users to share their 'firsts'; from their first gig to their first heartbreak.

Users were able to share their 'firsts' via the campaign's site, Twitter or Facebook. The site displayed all the 'firsts' on a map and featured competitions and events listings curated by Dr. Martens. I was responsible for the art direction and design of all the digital assets.

Click to enlarge
Click to enlarge

Two videos were created to support the campaign along print, retail and live events.

The second of them "First Heartbreak" featuring model Agyness Deyn, generated over 2 million views globally.