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.

 
 
 
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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.

 
 
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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.

 
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