The Ugg brand, a division of Deckers Brands, announced the debut of its Winter 2015 “This Is Ugg” brand marketing campaign starring supermodel Chrissy Teigen and DJ Jack Guinness.
For the latest iteration of the campaign, which is designed to develop an emotional connection with consumers that transcends any specific product, Ugg took to the pristine snow-capped mountain peaks of Iceland for a breathtaking experiential journey to develop an emotional connection with the consumers to showcase its extensive winter product which features weatherproof, waterproof and water-resistant technologies. The multimedia, cross-channel campaign, which will run through Feb. 1, 2015, will leverage this storytelling platform to illustrate how Ugg products “Feels Like Nothing Else.”
“The Ugg brand has demonstrated steady success in expanding its offering and developing strong product throughout the year including recent transitional footwear, as well as high fashion styles that incorporate high-tech weather features,” said Connie Rishwain, President of Ugg. “We've called upon Chrissy Teigen and Jack Guinness to serve as our brand ambassadors for our Winter 2015 'This Is Ugg' campaign to bring attention to our compelling weather designs that transcend what traditional weather products look like. These are beautiful, yet highly functional products that also deliver the luxury and comfort that the Ugg brand is known for.”
The new collection includes fashion-forward weatherproof,
water-resistant and waterproof styles fit for blizzards, thunderstorms
and everything in between.
“In the spirit of 'This is Ugg,' Teigen and Guinness, who have catapulted themselves to notoriety by being “plugged in,” were asked to do just the opposite unplug in order to reconnect to their experiences, environment and themselves,” Rishwain continued. “The campaign follows a story of meaningful moments that capture a feeling. From discovering local treasures to reflecting on a snow-topped glacier, Chrissy and Jack embrace their experiences and radiate emotion that mirrors what the Ugg brand is all about – a comfort and ease that “Feels Like Nothing Else.”
Guinness's segments, for instance, reflect him enjoying some rare down time perusing hidden record stores for little gems of sound that will make his sessions better.
“Iceland is a sublime place,” says Guinness in a video taped for Ugg before departing for the Iceland shoot. “There's something so romantic and unique about Iceland; it's rugged and magic. I want to meet the people, listen to the music that's popular there, and learn about their culture. I want to drink and dance with the locals, and try and see the world through their eyes. It sounds cheesy but it's true! I'm really, really excited.”
