Dr. Martens picks Internet-first creative agency Snack Drawer for Pride Generations campaign

Snack Drawer, the internet-first creative agency, has been appointed by Dr. Martens to support the brand’s Pride Generations campaign.

Snack Drawer was founded in 2020 by Jamie Searle (ex-Thinkerbell and Brave Bison) and Hannah McElhinney (ex-Vice Media).

The partnership will see Snack Drawer’s original creator brand Rainbow History Class working with Dr. Marten’s to create a series of video and blog content for Dr. Martens Pride Generations campaign for Global Pride Month. As well as this, Australian brand Rainbow History Class images and stickers will be featured in Dr. Martens stores around the globe.

Says Laura Douglas, global social media content lead, Dr. Martens: “Rainbow History Class are a natural partner for DM’s, their authentic voice and expertise in bringing queer and trans history to audiences, whilst ensuring accessibility and driving meaningful connection throughout is directly aligned with what we aim for in any collaborative work. We’re very excited to see how our combined communities engage with this content.”

Says Hannah McElhinney, Rainbow History Class Writer and Researcher, as well as Snack Drawer chief creative officer: “We don’t take brand collaborations lightly for Rainbow History Class. It’s important for the brand to have a genuine connection to queer and trans history and be active allies of our community. Dr. Martens ticks both those boxes and then some, so we are absolutely delighted with the opportunity to work on such a meaningful collaboration.”

Snack Drawer’s partnership with Dr. Martens follows the agency’s recent new business win in Netflix ANZ and adds to the growing client roster, including: NBCUniversal, Eucalyptus, Smiling Mind and Swinburne University. Most recently, Snack Drawer was recognised as Best Boutique Agency 2021 and also took out the pinnacle award of Most Influential 2021 at the inaugural AiMCO Awards held in February this year.