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The Theory: Dr. Martens 50th Anniversary Campaign

Updated: Nov 8, 2018

One of our favorite campaigns from the past is the Dr. Martens 50th anniversary campaign created by Exposure. In celebration of their more than impressive 50 years in the business, British footwear label Dr. Martens called upon 10 cutting edge bands to each cover a cult classic, complementing the brand’s powerful presence within the underground punk and rock scene over the years.

The campaign included a dedicated website that featured not only videos of each of the 10 cover songs (by 10 different directors), but behind the scenes footage and more, all available for download.

Designer: Exposure NYC

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