OFFICE x UGG
The story
Picking your best-friend isn’t easy.
That friend who is there for you during the good times and the bad. That friend who is reliable and trustworthy. That friend who will lounge around with you in your pjs but will also rave with you for hours on end during a weekend long festival. Finding this friend doesn’t happen overnight but when it does, a connection is made that forms a relationship that will last forever.
This is also true for footwear brands. (Read the paragraph above again but change the word “friend” to “footwear brand”.)
See, it works. For us, this friend is UGG.
This was the narrative IPOS created when approached by OFFICE to help promote their 360 campaign for the UGG A\W collection.
What We Did
What We Did
What We Did
What We Did
What We Did
What We Did
What We Did
For this project, we called upon the following IPOS pillars
Who delivered the complete project, including …
360 Campaign| Creative Direction | Design | Artwork | Project Management
From the digital data offered by OFFICE, it had been made apparent that there was an obvious need for UGG to appeal to a younger demographic in order to raise awareness and sales with the Gen Z girl.
The challenge was to understand how to reach that younger person and communicate the brand message in a way that was authentic and would align with the consumer’s values and beliefs. All whilst staying true to the UGG and OFFICE brand.
The intent of the shoot was to celebrate relationships between friends by directing a campaign that stepped back to the late 90’s/early 00’s. A time where girl-friends would gather in one another’s bedrooms and chat about their latest boy band crush, their favourite songs to download, how annoying parents are, hairstyles, make-up techniques, fashion trends, what it must be like to be Britney, how you couldn’t wait for that next release on DVD and most of all shoes!
The outcome
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Sales uplift online
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Sales uplift in-store
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