Insight

Dr. Martens are not for those that follow trends. It is for those that stomp on them.

Idea

Stomp on the everyday items that make society a conformist one.

 
 
 

Stores would get a new theme that goes back to original punk roots.

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Only a select few boots purchased will come with an invitation to a test kick your boots event where each month the object will be a different one.

 
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When box is opened a special invite will be inside that people can scan to save the date on their phones.

 
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Once the invitation is scanned it will be saved as a ticketed event on Apple wallet.

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Dr. Martens will spread the word of stomping on conformity through instagram.

After the event Dr. Martens will post the after math of the test kick event and what was kicked.