For over 90 years, Betty Boop has been an icon of rebellious self-expression, breaking down stereotypes and challenging traditional femininity. Dr. Martens, with its own history rooted in subculture and individuality, wanted to celebrate this spirit through a collaboration that would resonate globally. The challenge was to create a campaign that honoured Betty’s cultural legacy while amplifying Dr. Martens’ positioning as a brand built on creativity, rebellion and difference.
This was about two icons colliding: one of early animation’s first feminist figures and one of Britain’s most distinctive bootmakers. The creative ambition was to build a campaign that felt bold, playful and unapologetically expressive, just like Betty herself. We needed to design a campaign that could work seamlessly across social and digital platforms, retail and e-comm, ensuring the collaboration cut through to both long-time fans and new audiences.
Our team delivered a full 360° campaign, from concept to production to rollout, ensuring cohesion and speed across every channel. The campaign mixed striking product photography, bold motion assets and Betty Boop-inspired storytelling to capture attention online and offline.
A social-first approach ensured the content reached and engaged audiences where they live, Instagram, TikTok and beyond, with each asset designed to spark conversation and drive desire. The collection was amplified globally through retail, digital commerce and content partnerships, turning the campaign into a cultural moment.
The collaboration turned heads, just like Betty has been doing for nearly a century. The campaign delivered standout engagement across social and digital, driving cultural cut-through and product sell-through. By uniting two icons of rebellion and creativity, Dr. Martens reinforced its position as a brand that proudly celebrates difference while staying true to its roots.
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