HDF.LA — Los Angeles

Featuring Vic Mensa

TAKING IT TO THE NEXT LEVEL

Born and raised in Chicago, Grammy nominated artist Vic Mensa was an ingenious UGG ambassador as the brand celebrated a new retail partnership with Footaction, who would be launching UGG products in their Chicago stores, among others.

Challenges

To develop a campaign for UGG Men’s that will resonate with urban millennials based on research and insights gathered by brand partner Footaction
To integrate while differentiating our auxiliary millennial campaign with the existing Men’s campaign #DoNothing featuring Tom Brady and Jeff Bridges
To create unique content for individual publishers across stills, video, and interviews, for digital, social, and traditional media that was connected to a master narrative
To curate a trusted and intimate creative team that will help produce authentic content
To develop, create, and execute a shared narrative and story for the UGG brand, Footaction, the artist and his management team at Roc Nation
To shoot the campaign in and around the city of Chicago in 4 locations in one day capturing stills, video, and interviews, and deliver all content and assets in 2 weeks

Solution

We captured Vic celebrating his many loves; the city of Chicago, music, fashion, and of course, UGG. A musician and activist, we captured him traversing from one end of the city to another – zagging between spots of inspiration, refuge, and productivity; ie. the studio. We chose to enlist Vic’s close collaborators to ensure an intimate and authentic portrait, one that would resonate with his followers and elicit brand engagement. Running parallel to an UGG Men’s campaign featuring Tom Brady and Jeff Bridges, #DoNothing we differentiated the creative, leveraging the spirit of Vic’s album title, ‘There’s a lot Going On’ to appeal to Vic’s many followers and Footaction’s millennial customer base.

Results

All brand partners were completely satisfied with the results, Footaction, UGG Global PR, UGG Men’s, Roc Nation, and Vic Mensa
The campaign generated over 5MM unique impressions, 63K Instagram likes, and $2.4MM in ad value
The creative was also featured in Footwear News as one of their Top 10 Most Memorable Campaigns
The campaign was one of UGG’s most successful men's campaigns, ever

The campaign was featured in-store, across owned, earned, and paid digital partners like Hypebeast, Complex Magazine, XXLmag, Vibe, BET, The Source, and others.

Campaign Video

Campaign Photos & Poster

Instragram Samples

Photography: Jake Osmun / Styling: Zoe Costello