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UGG has rolled out its SS17 push which runs worldwide. Dubbed Real, it features a cast of 11 unique individual with authentic stories to share.
UGG has launched a global marketing campaign rooted in its heritage. Timed to the roll-out of its spring/summer collection and aptly titled Real, the push features a collective of authentic Californians whose lives express the diversity, spirit, and core values of the long-standing marque.
Inspired by the beaches, mountains, and architecture of the iconic city, the campaign tells the story of 11 unique individuals who personally and collectively represent the free spirit of the brand. The eccentric and provocative cast is made up of artistes, musicians, surfers, creatives, and more.
Coming together under the creative direction of Jess Wells, the effort was directed by California-based director and videographer, Kauai Moliterno; photographed by Frederic Auerbach; and styled by costume designer and stylist, Kate Ruth. Hair and make-up was done by Gio Campora.
Set to launch in tandem with the spring/summer collection release this month, the worldwide initiative is primarily focused on digital channels, with an in-store element and a presence across selected out-of-home venues.
“The 2017 campaign celebrates the diversity and spirit of the California lifestyle. The UGG collective is an eclectic group of people which represents our values and our heritage. In telling their stories, we tell ours,” said Andrea O’Donnell, Brand President of UGG.
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