UGG, the Australian lifestyle brand most famous for its sheepskin boots and slippers, has announced the launch of its very first global brand marketing campaign. Called “THIS IS UGG,” the campaign debuted across the world yesterday (the 18th of August) and has been designed to (according to a press release issued by the brand) “Connect with consumers on emotional levels that transcend any product, with the goal of further strengthening UGG as a global, premium lifestyle brand, year round.” The campaign is also meant to redefine UGG as a premium lifestyle brand that has relevance beyond its ubiquitous boots, by showcasing the company's many other products, including shearling rugs, sneakers, and footwear styles for men.
Called “THIS IS UGG,” the campaign debuted across the world yesterday and has been designed to “Connect with consumers on emotional levels that transcend any product
The overriding theme of the campaign is how some of the best moments in our lives are the “Little moments,” and it's in the little moments that the brand wishes to sit in its customers' lives. The multi-media, cross-channel campaign, which will be presented primarily in black-and-white to reflect the elegant luxury the brand is renowned for, celebrates “The smaller moments where life's most important interactions and connections occur.” It will use this storytelling platform to showcase such moments and illustrate the fact that UGG “Feels Like Nothing Else.” The campaign is centred around an online video (below), which shows numerous people sharing intimate, small, “UGG moments” with their friends and families.
This is UGG From UGG Australia
Connie Rishwain, president of UGG Australia, said that in launching the global campaign, UGG challenged themselves “To communicate the unique physical and emotional experience that occurs” when you own one of their products. Ambitious words, but then this is an ambitious campaign featuring real moments with real people captured in personal settings. For example, one of the people featured in the clip is Langley Fox, renowned sketch-artist and Ernest Hemingway's great-great-granddaughter. She's shown in her apartment working on a new project and spending time with her friends. We also see Californian architect Harry Gesner spending time surfing with his son and grandsons, also implying a sly nod to UGG's surfing roots. New England Patriots quarterback Tom Brady, who has appeared in campaigns for UGG in the past, will also appear with his mother and father in the campaign. Rishwain says they are “Showcasing the personal moments” where the UGG brand exists in their consumers' lives, she says they have always known how their products enhance these moments, “But this is the first time,” they have “Tried to capture that magic."
Connie Rishwain says that UGG are “Showcasing the personal moments” where the UGG brand exists in their consumers' lives
Nancy Mamann, vice president of marketing at UGG, believes the stories in the campaign are all the more powerful because they highlight real people. She said that they are able to dive deeply into these people's lives, “Into who they are and what moment they're experiencing.,” and “Bring to life the environment in which people from all walks of life, doing very different things in their private lives, live with UGG." The campaign is being handled by the creative agencies 'House Design and Film' and 'M&C Saatchi', both based in LA.
Benjamin Hiorns is a freelance writer, musician and UGG slipper owner from Kidderminster in the UK. In fact, he's wearing them right now (another self-employment win).