Dive Brief:

• Ugg tapped AKQA as its lead creative agency, with the agency’s new Los Angeles studio launching the partnership’s first creative campaign, “Feels Like Ugg,” according to a press release.
• Running across digital media, out-of-home and the brand’s owned channels, including social media, e-commerce and retail stores, the campaign will extend into the fall through a series of live activations and events.
• The effort comes as the Ugg brand continues to benefit from a resurgence in popularity with younger consumers. The campaign, shot in Seoul, South Korea, explores how the power of individual expression can create inspiration, community and a sense of connection.

Dive Insight:

Ugg is getting a jump on fall fashion and trying to make the most of a broad renewed interest in 2000s fashions with younger consumers that includes the brand’s signature chunky boots. The renewed interest in the brand is reflected in recent financial results, with Ugg’s net sales growing 14% in the first quarter to $223 million from $195.5 million a year ago, per parent company Deckers Brands’ earnings report for the quarter ended June 30. 

Ugg’s campaign seeks to depict the authentic connections the brand says younger consumers desire. It is the first effort for the brand from AKQA’s Los Angeles studio, which is the home base of Shu Mung, one of the agency’s five global chief creative officers and someone who brings a strong background in fashion marketing, having worked for brands including Nike Women, Nike Sportswear and Uniqlo. 

The effort uses Ugg’s twin seam stitch as a jumping off point to build around a theme of bringing two things together. A diverse cast reflects the brand’s commitment to creating an inclusive community that celebrates the unconventional.

The anthem spot begins with young influencers and artists like including Alex Consani, Hanni, Karabo Poppy Moletsane, Leah Dou, Phil Oh, Precious Lee and Young Mazino each having their own solitary moment in time. Then one catches another’s eye and the solo experiences move to connecting and creating memories together, including playing music at a record store, creating works of art and participating in impromptu photo sessions. 

“We are a brand that makes you feel good inside and out,” said Anne Spangenberg, president of UGG and Koolaburra by UGG at Deckers Brands, in a release about the campaign. “That feeling is unique and welcomes you to be comfortable in your self-expression, building connection and community where you can be your most authentic self.”