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Introducing This Is UGG

Fall Global Campaign

This Is UGG – Feels Like Nothing Else, was conceived and developed as a 360 Global Brand Campaign for UGG Australia by HDF.LA. Celebrating life’s small moments, which are really life’s big moments, HDF developed 15 stories that focused on emotional connections, authentic relationships, and the luxury of UGG products.

The stories were diverse and engaging, and ranged from four best friends having a "Sleep-In", to artist Langley Fox-Hemingway pulling an artistic "All Nighter". Langley appears again in the campaign, this time caught in the rain with her best friends, a play on her version of "Happy Hour". Other UGG moments included iconic California architect Harry Gesner, along with his son, Zen and his grandsons, sharing a lifelong love of the ocean and surfing in "Perfect Set" – a nod to UGG's surfing roots – in a story that touches upon the sea, surf, and familial bonds.

The launch of "This IS UGG" was met with great success both in terms of user / customer interaction, and also product sell-through for the season. Our Millennial Media tablet lookbook was one of the most successful placements for the publisher to-date. Additional facts and figures from Fall.
Defining Life's Moments
Capturing the Moments
Digital, Print, & OOH Creative
Moment Vignettes
Campaign Details

Client: UGG Australia

Date: July through November, 2014

Regions: Belgium, China, Greece, Japan, Luxembourg, Netherlands, North America, Romania, Switzerland, United Kingdom

Photographer: Cristina Trayfors

US Digital: Comedy Central, Complex, Made Man, Millennial Media, Pandora, Spotify, Yahoo, YouTube, Amazon, WhoWhatWear, Condé Nast, GumGum, Hearst Fashion Network, NY Times, Padsquad, People, PixelMags, Polyvore, Popsugar, Refinery29, Spotify, US Weekly, Weather.com, Zoe Report.
International digital: Belmodo, Weekend BE, Destandaard BE, Glamour, ELLE, Brash, Glam, Yahoo, YouTube, Condé Nast, Dazed Group, Marie Claire, Vice Network
Print and OOH: Boston, Chelsea NYC, SoHo NYC, Times Square NYC, The Grove Los Angeles, San Francisco Trolleys, San Francisco Wharf Kiosks, Elle, Glamour, InStyle, Marie Claire, Vogue (4pg insert for launch), Montreal Airport takeover
Unique Publishers
Creative Files Delivered
YouTube Views