Amid a style comeback, Ugg showcases its place within the cultural zeitgeist within the first world marketing campaign by its new inventive company AKQA.
“Feels Like Ugg,” launching on Thursday, reveals the model’s Fall/Winter line and builds on the model’s platform that debuted in 2022. AKQA’s Los Angeles workplace, which opened final yr beneath the inventive management of world CCO and style veteran Shu Hung, spearheaded the marketing campaign.
Ugg employed AKQA earlier this yr to assist outline “a new spirit of the brand,” Carole Diarra, Ugg’s world vp of selling, informed ADWEEK. The ensuing marketing campaign represents the California-based label’s most globally numerous forged because it targets “culture creators and changemakers,” per Diarra.
“This is a step forward for us to show we’re a global brand part of the zeitgeist. We’re shaping and moving culture,” Diarra stated.
The marketing campaign incorporates a forged of inventive influencers from around the globe, together with fashions Alex Consani and Valuable Lee; singer-songwriters Hanni and Leah Dou; artist and illustrator Karabo Poppy Moletsane; style photographer Phil Oh; and actor Younger Mazino.
In an anthem movie, the creators put on Ugg merchandise whereas traversing the streets of Seoul, South Korea, taking part in music in a document retailer, making artwork, and holding impromptu photoshoots earlier than assembly at a rooftop get together.
The duo often known as We Are From L.A. directed the movie, whereas photographer Samuel Bradley captured the pictures.
“Feels Like Ugg” has a double that means: in addition to leaning into the shoe’s well-known bodily consolation, it’s about how the model conjures up “inner comfort” via self-expression, Diarra defined.
There may be additionally a powerful neighborhood factor to the marketing campaign, which explores “how self-expression connects us,” she added.
The marketing campaign’s idea was impressed by the Ugg signature twin seam sew on the surface of its boots. This traditional design function knowledgeable the movie’s narrative and also will be outstanding within the Fall/Winter product line.
“We saw an opportunity to weave this brand heritage into a modern story, where the twin seam stitch metaphorically brings together diverse voices and styles, emphasizing Ugg’s role as a bridge between comfort and self-expression,” Hung informed ADWEEK.
Advertisements will seem throughout digital and social media, out-of-home websites, related TV, ecommerce, and retail shops.
