Ugg launches first global brand campaign

Footwear and apparel brand Ugg Australia has launched its first global brand marketing campaign, ‘This is Ugg’, designed to connect with consumers on “emotional levels that transcend any product”. The campaign, which debuted August 18 around the world, explores the theme that life's biggest

moments are actually the small ones – a place where the brand lives in consumers' lives. Whether personal or intimate, reflective or celebratory, it's often the smaller moments where life's most important interactions and connections occur, said the brand in a release.

Ugg added that the ‘This is Ugg’ campaign is designed to not just connect with consumers but also aimed at strengthen the brand as a “global, premium lifestyle brand, year round”.

"In launching this brand campaign, we challenged ourselves to communicate the unique physical and emotional experience that occurs when you own Ugg products," explained Connie Rishwain, president of Ugg Australia. "We are showcasing the personal moments where Ugg exists in our consumers' lives. We know how our product enhances any experience, but this is the first time we've tried to capture that magic."

Ugg Australia launches campaign to connect with consumers

The multimedia, cross-channel campaign is presented primarily in black-and-white and features real moments with real people captured in personal settings that celebrate the small moments that mean the most to them.

In one ad, sketch-artist Langley Fox, Ernest Hemingway's great-great-granddaughter, is featured in her own Los Angeles home working on an illustration project, and later spending time with her best friends, while in another Tom Brady, who typically appears in Ugg campaigns crafted specifically for him, will feature alongside his mother and father. In the third execution, California architect Harry Gesner with his son and grandsons surf the Malibu coast in a nod to Ugg's surfing roots.

Commenting on the campaign, Ugg vice president of marketing, Nancy Mamann, added: "The stories with Langley, Tom and Harry and his family are both personal and authentic. Because each of our moments highlights real people, we're able to dive deeply into who they are and what moment they're experiencing.

“Whether it's on our blog, on our website, even our social channels—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."

Ugg Australia, part of the Deckers Group, has built its brand beyond the original sheepskin boots and into a premium lifestyle brand offering footwear, apparel, outerwear, accessories and handbags. The brand currently has more than 70 stores worldwide including flagships in London, New York, Los Angeles, Tokyo, Beijing and Moscow, and has grown to over 1 billion dollars in sales.

Image/Video: Ugg Australia global campaign