UGG // live forever
COPYWRITER: SEAN MCGRAW ART DIRECTOR: RACHEL SCHULTZ
How do we get millennial hypebeast men to start wearing UGG? We elevate their status from a tasteless trend to a timeless fashion piece.
OOH
Life with pair of UGG boots means signing up for more than one life. Once a pair get too wore in, send them back to UGG, and they’ll get refurbished. These biodegradable wheat paste ads illustrate the life cycle for a pair of UGG boots —— it never really stops, it only begins again.
PARTNERSHIP
You are who you surround yourself with. UGG will partner with grailed.com, one the most prominent online menswear marketplaces to create curated wardrobes and look books based around UGG boots. UGG will get a “Designer spotlight” feature which will prominently highlight the benefits of UGG centered around their timeless style and their ability to be refurbished, either by UGG or by the wearer.
Love it or hate it (and trust us, we’re still on the fence), but UGGs are back — bringing with them a wave of men unapologetically wearing the shearling boots in a variety of wardrobe stylings as if they never went out of style. UGG decided to move up in weight class by entering their “Rare Sole” into the ring. These rare UGGs are refurbished by UGG with only the highest quality materials readying them to be a highly sought after footwear piece by those “in the know.” Bet you never would have expected — or accepted — this frenzy.
ACTIVATION
There is nothing better than a fresh pair of UGGs, except maybe a fresher pair of UGGs. UGG is all about upcycling, so let’s encourage it through buying used UGGs off the ‘net, refurbishing them, and then reselling at pop-ups in fashion forward cities.
RARE SOUL
When it comes to fashion, exclusivity is king, and the ruler of UGG kingdom is “The Rare Sole.” Rare Soles are exclusive boots that have been refurbished by UGG using sourced higher quality and rare materials —— making them the shoe to be sought.
