Born and raised in Chicago, rapper Vic Mensa was an ingenious choice for UGG as the brand celebrates a new retail
partnership with Footaction. For the campaign we captured Vic celebrating his many loves; the city of Chicago, music, fashion, and of course, UGG. A musician and activist,
he traversed from one end of the city to another – zagging between spots of inspiration, refuge, and productivity; the studio.
We enlisted 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 for Men 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 Footaction’s customer base and fans. Vic would only #DoNothing in his Classics.
The campaign was featured in-store, across owned, earned, and paid digital partners like Hypebeast, Complex Magazine, XXLmag, Vibe, BET, The Source, and others.
Over the run of the campaign, the creative 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 for 2016.