A decade after their previous collaboration, Dr. Martens and Hello Kitty have once again come together to celebrate their shared alternative heritage. Here are the global product campaign assets we created, which are now live across all channels around the world.

The Dr. Martens x Hello Kitty collaboration celebrates the brands’ shared alternative, against-the-grain attitudes, and it’s definitely not one to miss.

Bringing to life the collection – which fuses the classic, instantly recognisable features of both brands – we were responsible for everything from concepting, talent searching and location sourcing, through to photography, film and asset delivery; producing the campaign’s creative assets entirely in-house.

To complement the clash of Hello Kitty graphics and tough DMs silhouettes, we shot the collection in a playful yet tough setting – a working arcade using bright lights, metallic textures and Harajuku styling to perfectly capture the collection. And it’s safe to say that the campaign stormed social media, with the organic posts collectively receiving 218.5k post engagements, reaching 2.5m people, and driving 6.3k people to the website. We’ve received first-class feedback from the DMs team, having performed exceedingly well against their benchmarks. 

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We’re currently planning for the brand’s AW20 products and stories, so watch this space. 

“It was great to see the creative concept and location marry up so well; it showcased the connectivity between both brands exceptionally well!”

Myles Earle, Global Brand Marketing Coordinator, Dr. Martens.