Amplify will deliver a series of experiences and activations for Dr. Martens to inspire a new generation that empowers rebellious self-expression.

Amplify has matched Dr. Martens with multiple pioneering and emerging artists, creators and collectives, each collaboration will be captured on film to build a content series that will focus on collaborator narratives by delving into their creative process, community and culture. In addition, the series will be supported by a partnership with The Face, as brokered by the Goodstuff media agency, with further amplification from Kingdom Collective PR.

The first activation takes place today (30th October) with a performance from Shygirl, a London artist who, fed up with how she was presented by others, created her own record label and collective with three other gender-defying European artists. The experience takes place in ‘The Boot Room’: an intimate gig space in the Camden branch of Dr. Martens for 60 attendees to enjoy up-close experiences with artists.

The culture platform then continues over six months with further activations and collaborators to be announced.

Michael Boaler, UK & Ireland Marketing Manager at Dr. Martens, said: “For six decades, Dr. Martens has created distinctive footwear that has empowered self-expression for
rebellious individuals spanning all walks of life. As we approach our 60th anniversary what better way to celebrate the brand’s unique place in pop culture than building cultural content with grassroots artists that share and live our values. Throughout our working relationship, Amplify have consistently demonstrated their ability to take a brief, apply relevant consumer insight and turn it into action that ultimately builds stronger relationships with new and existing fans of Dr. Martens as we look forward to the next 60 years.”

Sophy Vanner-Critoph, Strategy Director at Amplify, added: “Dr. Martens has been at the heart of subculture for six decades; a symbol of working-class pride and rebellious attitude worn by iconic artists. Leveraging this heritage is allowing the brand to authentically fuel a new generation of creativity from bold, pioneering artists, creators and collectives. But this isn’t about brand sponsorship; it’s about using the Dr. Martens lens to enable more brilliance from today’s creatives to build a culture platform that has long-term impact.”

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Independent craft brewer BrewDog is supporting its flagship beer, Punk IPA, with a series of ‘Punk State’ activations across key UK cities this summer.

The campaign, created by brand experience agency Amplify, kicked off last week with the Scottish brewer setting up an independent ‘Punk State’ in Manchester city centre, complete with checkpoints, where Mancunians were able to get free cans of Punk IPA.

Over the next four weeks, BrewDog’s Punk State will be declared in Bristol (19^th-22^nd July), Birmingham (26^th-29^th July) and Liverpool (3^rd-6^th August).

Punk IPA has been the best-selling craft beer in UK supermarkets for the last three years. In just over a decade, the Aberdeenshire brewer has transformed from two men and a dog brewing small batches in a garage, to shipping a record 65 million bottles of beer to over 60 countries annually. This growth has been powered by its record-breaking ‘Equity for Punks’ crowdfunding initiative, which has seen the brewery raise over £60 million since 2009 from more than 82,000 passionate craft beer fans across the globe.

BrewDog set up its Manchester Punk State with a ‘roadblock’ at Spinningfields on Friday 13^th and Saturday 14^th of July. Visitors to the State were issued with a Punk Passport and visa stamp and a cold can of Punk. Foot-operated can crushers were available on site, in compliance with the brewery’s no-wastage policy.

From 3.00pm on Thursday 12^th July, Mancunians who tweeted @BrewDog using the hashtag #PunkState with their reason why they should receive free beer were in with a chance to get cases of free cases of cold Punk IPA dropped off by BrewDog’s street team and its chilled vans. The #PunkState tour ran until 9pm on Sunday 15^th July.

In addition to the roadblock and beer drop offs, from Thursday 12^th July to Saturday 14^th July, Mancunians were able to enjoy Punk IPA across the city. The brewery hopes this ‘mass conversion’ exercise will bring in new long-term supporters and advocates of the craft beer movement.
Over 30 venues participated in Punk State.

BrewDog launched its first Manchester bar on Peter Street in 2012 with a ‘crap beer amnesty’- allowing Mancunians to swap a can of mainstream lager for a Punk IPA. Over 300 cans were swapped at launch, and the surrendered cans were destroyed and recycled. Later this year, the brewery will open its second bar in Manchester in the University Green development. The site will feature an on-site BrewPub that will produce small-batch beers exclusively for the bar.

BrewDog’s cofounder James Watt says: “Punk State is the culmination of the craft beer revolution. We are putting Punk IPA directly into the hands of the masses and placing faceless megabreweries on notice. Manchester has been one of the cradles of the UK’s ever-growing craft beer movement and we hope Punk State helps add to the ranks of the passionate fans.”

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Rowntree’s has backed the launch of its new 30% less sugar range of Fruit Pastilles and Randoms with a brightly-coloured factory-style pop up full of bending pipes, with a “sushi belt” of tasting opportunities at the centre, giving people a chance to try the reduced sugar range in a uniquely Rowntree’s way.

The activation was created for Rowntree’s by marketing agency Amplify, which will be responsible for delivering it during the two-month long nationwide #RowntreesTasteTour. The wacky theme is backed up by the behavior of the brand ambassadors – if someone tries a Random, the host tells a random fact; but if they try Fruit Pastilles, they are entertained with jokes. The fun extends with a photo stand where people can create personalised photos and GIFs. Participants are encouraged to share their pictures online with the #RowntreesTasteTour hashtag for a chance to win tickets to Camp Bestival and Luna Cinema.

The tour launched at the Birmingham Bullring on Thursday 13th July 2017. The Taste Tour then appeared at Camp Bestival, Hampton Court Palace Festival, Luna Cinema, Ascot Racecourse, Tatton Park, Manchester, and Harewood House, Leeds, and will be finishing at Cardiff Castle on Saturday September 16th.

Natasha Lawless of the Rowntree’s brand team says: “We wanted to create an experience where people could discover the great taste of Rowntree’s 30% Less Sugar sweets in a way that reflected Rowntree’s fun and playful personality. The Rowntree’s Taste Tour does exactly that, letting busy people re-connect with their fun side and find out how amazing our new sweets taste.”

Amplify’s founder, Jonathan Emmins, adds: “By appealing to a variety of carefree moment seekers, this pop-up’s outlandish look is bound to drive mass trial and engagement. The end result is a sure-fire way for people to realise that Rowntree’s 30% less sugar range still has 100% fruity flavour.”

Amplify is a marketing agency that creates integrated campaigns and experiences designed to influence audiences. Clients include Airbnb, Sonos, Nike, Google, Jack Daniels and PlayStation.

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