We took Dr. Martens' SS26 ZebZag launch to London's waterways, turning a 21-metre canal barge into a moving brand experience.
Dr. Martens had global ambitions to establish itself within the summer sandal category, so we created a roaming activation that travelled through London's canals from Camden to Hackney Wick. This wasn’t your traditional retail footprint, as we brought the brand directly to consumers with an experience that felt distinctly London, unmistakably Dr. Martens, and impossible to ignore.
Not Your Average Summer’s Day was a floating environment inspired by the ZebZag's own composition. Every material, finish, and detail was drawn from the product, from stained plywood panelling and galvanised steel fixings to exposed stitching details and a palette lifted directly from the collection.
The 21-metre barge travelled through key London locations, with branded takeovers at each stop from Camden to Coal Drops Yard, bringing that summer energy directly to consumers. The vessel itself housed multiple experiences. A sunken seating area encouraged people to gather and spend time on board, while an integrated DJ booth kept energy levels high throughout the route. An ice cream hatch served more than 1,000 Robin Ice Cream lollies, each colour-matched to the ZebZag collection.
Designed specifically for London, the activation embraced the city's canal culture and transformed an everyday mode of transport into a platform for community and discovery. Moving through multiple neighbourhoods meant the experience reached new audiences and reinforced Dr. Martens' place within contemporary summer style. The activation formed part of a wider global campaign toolkit also developed by our team, which included experiences in Los Angeles, wholesale activations, and partnerships with ASOS.
Not Your Average Summer's Day was the boldest expression yet of Dr. Martens' global sandals strategy. Turning a canal barge into a moving celebration of summer helped the brand show up in a way that was different, highly shareable, and unique to Dr. Martens.
CLIENT: DR. MARTENS
WHAT WE DID: STRATEGY, CONCEPT, DESIGN, PRODUCTION
LOCATION: CAMDEN & KINGS CROSS, LONDON