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 12 months beneath the inventive management of world CCO and style veteran Shu Hung, spearheaded the marketing campaign.
Ugg employed AKQA earlier this 12 months to assist outline “a brand new spirit of the model,” Carole Diarra, Ugg’s world vp of promoting, instructed ADWEEK. The ensuing marketing campaign represents the California-based label’s most globally various forged because it targets “tradition creators and changemakers,” per Diarra.
“This can be a step ahead for us to indicate we’re a worldwide model a part of the zeitgeist. We’re shaping and shifting tradition,” Diarra mentioned.
The marketing campaign encompasses a forged of inventive influencers from world wide, together with fashions Alex Consani and Treasured 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, enjoying music in a report retailer, making artwork, and holding impromptu photoshoots earlier than assembly at a rooftop celebration.
The duo referred to as We Are From L.A. directed the movie, whereas photographer Samuel Bradley captured the photographs.
“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 “inside consolation” by means of self-expression, Diarra defined.
There’s additionally a robust neighborhood aspect 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 basic design function knowledgeable the movie’s narrative and also will be distinguished within the Fall/Winter product line.
“We noticed a possibility to weave this model heritage into a contemporary story, the place the dual seam sew metaphorically brings collectively various voices and kinds, emphasizing Ugg’s position as a bridge between consolation and self-expression,” Hung instructed ADWEEK.
Adverts will seem throughout digital and social media, out-of-home websites, related TV, ecommerce, and retail shops.
