UGG launches its first creative global brand campaign – THIS IS UGG – featuring Langley Fox Hemingway
This season UGG Australia are doing things a little differently. Introducing their first ever global brand campaign, featuring Langley Fox Hemingway, the project seeks to bring the brands philosophy ‘Feels like nothing else’ to life by capturing and celebrating our smallest but often most triumphant moments in life.
In other words, the simpler things – that heartwarming feeling when someone smiles at your above their newspaper on the tube, that moment someone decides to help you with the twenty stone suitcase you’re lugging up three flights of stairs, catching up with your family over a hearty meal at the dinner table, or even just hanging out and laughing with friends. These are UGG moments. This is UGG.
“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 of the campaign, “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 image of sketch-artist Langley Fox, Ernest Hemingway’s great-great-granddaughter, featured in her own Los Angeles home working on an illustration project, and later spending time with her best friends is a prime example of this ethos. “The story with Langley is both personal and authentic,” said Vice President of Marketing Nancy Mamann. “Because each of our moments highlights real people, we’re able to dive deeply into whom they are and what moment they’re experiencing – whether it’s on our blog, on our website, even our social channels – and bring to life the environment in which people from all walks of life, doing very different things in their private lives, live with UGG.”