- Ugg tapped AKQA as its lead creative agency, with the agency’s recent Los Angeles studio launching the partnership’s first creative campaign, “Feels Like Ugg,” in line with a press release.
- Running across digital media, out-of-home and the brand’s owned channels, including social media, e-commerce and retail stores, the campaign will extend into the autumn through a series of live activations and events.
- The effort comes because the Ugg brand continues to profit from a resurgence in popularity with younger consumers. The campaign, shot in Seoul, South Korea, explores how the facility of individual expression can create inspiration, community and a way of connection.
Ugg is getting a jump on fall fashion and attempting to take advantage of a broad renewed interest in 2000s fashions with younger consumers that features the brand’s signature chunky boots. The renewed interest within the brand is reflected in recent financial results, with Ugg’s net sales growing 14% in the primary quarter to $223 million from $195.5 million a 12 months ago, per parent company Deckers Brands’ earnings report for the quarter ended June 30.
Ugg’s campaign seeks to depict the authentic connections the brand says younger consumers desire. It is the primary effort for the brand from AKQA’s Los Angeles studio, which is the house base of Shu Mung, one among the agency’s five global chief creative officers and someone who brings a robust background in fashion marketing, having worked for brands including Nike Women, Nike Sportswear and Uniqlo.
The effort uses Ugg’s twin seam stitch as a jumping off point to construct around a theme of bringing two things together. A various solid reflects the brand’s commitment to creating an inclusive community that celebrates the unconventional.
The anthem spot begins with young influencers and artists like including Alex Consani, Hanni, Karabo Poppy Moletsane, Leah Dou, Phil Oh, Precious Lee and Young Mazino each having their very own solitary moment in time. Then one catches one other’s eye and the solo experiences move to connecting and creating memories together, including playing music at a record store, creating artworks and participating in impromptu photo sessions.
“We are a brand that makes you are feeling good in and out,” said Anne Spangenberg, president of UGG and Koolaburra by UGG at Deckers Brands, in a release concerning the campaign. “That feeling is exclusive and welcomes you to be comfortable in your self-expression, constructing connection and community where you may be your most authentic self.”
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