Music≠Radio. Reclaim It.

Art Direction - Concept + Design, Copywriting, UGC

If it wasn’t for music, Dr. Martens would have remained a work wear boot.

Dr. Martens heard the people. And the people have SHOUTED that the quality of radio stations “has gone down”. 
#TakeBackTheAirwaves

Let’s face it. Today’s radio is SHIT.

In this campaign, Dr. Martens invite radio listeners to express their frustrations towards stale radio broadcasting (lack of variety, culture, discovery or new artists) by having them share their personal stories of what music means to them and where they would be without music; share their personal music playlists of their favorite songs; and tell the world what they would do if they had a nickel for every time they heard the same 6 songs playing on the radio.

Listeners will tag their UGC with a member of the Senate Judiciary Committee, the Federal Communications Commission, an Antitrust Thought Leader, or a D.C. Beltway Influencer.