Wat Kin is a Dr. Martens campaign that challenges the labels and expectations placed on young Coloured women in South Africa. Drawing on the familiar Durban Coloured expression "Wat kin?” a phrase often used to ask "What's wrong?" or "What's your problem?” - the campaign reclaims those words as a statement of individuality and self-definition.

Rather than presenting a single narrative, the campaign introduces a series of illustrated characters, each representing a different personality, style and response to societal expectations. Through expressive monochrome illustrations, grounded by Dr. Martens' iconic yellow stitching and bold brand palette, the work celebrates women who choose to define themselves on their own terms.

A key element of the campaign is its multilingual approach. Copy moves naturally between English, Afrikaans and Zulu, reflecting the way many communities communicate every day. This subtle interplay of languages adds authenticity and cultural specificity, allowing the campaign to feel familiar rather than translated. Each headline begins with "Wat Kin" before introducing a different descriptor - such as Cherrie, Stekkie or Auntie - turning a common phrase into a celebration of identity instead of judgement.

The visual language extends beyond a hero campaign into a collectible poster series, with each execution spotlighting a different character and message. Together, these pieces build a wider narrative that invites audiences to see themselves reflected in the work while reinforcing Dr. Martens' longstanding association with self-expression, individuality and standing apart from convention.

The result is a campaign that feels rooted in local culture, using illustration, language and design to transform an everyday expression into a platform for confidence, representation and unapologetic self-definition.