Dr Martens wanted to reconnect and increase relevance of the Dr Martens brand to the younger audience. We developed the 'design a boot' global online competition based on the iconic 1460 boot and owners' penchant for personalising them. As well as the website, a facebook application and a Bebo campaign were created.Within 6 days of launching, the campaign was the most successful Dr Martens campaign in years. By the end of the competition, 11,000 different designs were entered by participants from 88 countries. 117,000 votes were received for these designs. The site enjoyed 1.8million page views.