GLOBAL REBRAND

Real life happens in the small moments

• To differentiate and elevate UGG from other sheepskin brands
• To celebrate the emotional connection UGG customers had to the brand and it’s products
• To create an overarching brand narrative, DNA, and messaging that is both global and regional in it’s narratives
• To cast over 25 ‘real’ people that had global and regional appeal, stayed true to UGG’s Californian roots, and had stories that could be mined and developed into overlapping UGG brand stories

• HDF.LA created a 360 global campaign, This Is UGG - Feels Like Nothing Else that celebrated life’s small moments, which are really life’s big moments. We conceived of, developed, produced and executed 15 stories that focused on emotional connections, authentic relationships, and the luxury of UGG product with real people.

• Product sell through and engagement exceeded expectations and created brand heat
• Creation of a global hash tag #ThisIsUgg which unified product and brand stories and is still in use in their social posts today
• The campaign, which consisted of over 1,047 creative/digital entities rolled out in 12 countries, over 32 publishers and generated over 118,000 youtube views
• Our Millennial Media tablet lookbook was one of the most successful placements for the publisher
• Creative was featured in the following: 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