Dr. Martens x Betty Boop

A collection inspired by the original sass symbol. Amping up female empowerment and the mischievous and rebellious spirit of Betty Boop.

Betty Boop has been breaking down stereotypes since 1930. Betty has been taking on gender norms and challenging traditional femininity for over 90 years as a cultural icon and one of the original figures of authentic self-expression. This Dr. Martens collaboration with one of early animation’s first feminist idols is built to turn heads – like she’s been doing for nearly a century.

For this newest product launch, we worked closely with Dr. Martens to create a launch campaign with a signature Betty Boop, animated how-to-wear story. The animation would  amplify the product and persona using Betty’s iconic voice to deliver a message that would show Betty standing proud in her new Dr. Martens.

Overseen by the original artists and animators at Fleischer Studios, we developed the full storyboard for the launch animation video and concepts for the static assets, and then worked closely with Kilogramme - an animation house based in Manchester, with a female team of animators and illustrators  to produce the final assets. The voice over for the assets was created by Sandy Fox, an American VO artist who has been Betty’s voice since 1990. 

The series of assets produced can now be seen, online, in-store, on socials and in promotional materials and media globally, with the collection officially  launching this month.  The campaign video on instagram alone, has exceeded 130,000 views and 24,000 likes, with Betty Boop and Dr Martens fans embracing the collaboration with open arms. 

“For this collaboration, the animated approach was the most authentic creative route. It really highlighted the connection between Dr. Martens and Betty Boop and the idea of empowerment and defying gender stereotypes.”

Sebastien Berre, Global Product Marketing Lead, Dr. Martens

Keen an eye out for more of the campaign across Dr. Martens channels! Boop Oop A Doop!

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