Dr Martens steps into its historic past
The latest instalment of Dr Martens' Tough As You series tells the story of how Andrew Thompson, a hero of Glasgow’s electronic music scene, launched the independent Clyde Built Radio station to champion the city’s musical talent and heritage.
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Credits
View on- Agency Amplify/London
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Credits
powered by- Agency Amplify/London
Created and produced by Amplify London, the Clyde Built Radio film is part of Dr. Martens’ series of experiences and activations that highlight the brand’s current relevance alongside its six decades of subculture integration.
The Clyde Built Radio partnership was identified as an opportunity for Dr. Martens to fuel grassroots creativity and invest in a thriving scene from the ground up, while harnessing the reach of radio.
“The strength of the Dr. Martens culture platform is that it allows us to tell stories in different ways while remaining true to each artist’s unique style and Dr. Martens’ toughness," said Alex Wilson, Amplify’s Head of Content. "The aesthetic of the Clyde Built Radio film reflects Glasgow and the music scene born from it. A gritty yet dynamic mixed media approach treats Glasgow almost as a character itself. As with all Amplify’s branded content, the film strives to inform and entertain because we want to turn audiences into fans by using engaging content to foster a genuine connection to both the artist and Dr. Martens.”
