Ugg Australia begins first international brand campaign
Apparel company Deckers Outdoor of Goleta, CA has launched the first international brand campaign for its Ugg Australia line of footwear. The campaign, which uses the tagline "This is Ugg," is intended to appeal to consumers on an emotional level by depicting small moments as the most important moments in life. The creative makes use of black-and-white images of real people in personal settings, including artist Langley Fox, football player Tom Brady and architect Harry Gesner.
"In launching this brand campaign, we challenged ourselves to communicate the unique physical and emotional experience that occurs when you own Ugg products," said 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."
The campaign was developed by House Design and Film of Los Angeles, with the participation of M&C Saatchi of Los Angeles.