ugg G i v e M en P erm i ss i o n t o b uy i nt o U G G
WEBSITE
Social
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uggaustra l i a . c o . uk
@UGGUK f ace b o o k . c o m / uggaustra l i a
YCN STUDENT AWARDS 2012—13
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Background In 1978, Brian Smith landed in Southern California with a bag of sheepskin boots. The beaches of Southern California had long been an epicenter of a relaxed, casual lifestyle, a lifestyle that Brian felt was a perfect fit for his brand. So he founded the UGG brand, began selling his sheepskin boots and they were an immediate sensation. By the mid 1980’s, the UGG brand became a symbol of relaxed southern California culture, gaining momentum through surf shops and other shops up and down the coast of California, from San Diego to Santa Cruz. UGG boots reached beyond the beach, popping up in big cities and small towns all over, and in every level of society. The UGG brand began to symbolise those who embraced sport and a relaxed, active lifestyle. By 2000, a love that began on the beaches had become an icon of casual style. Our Style “It feels like nothing else” is our internal mission statement. It expresses the uniqueness of the products we create, and the importance of craft and distinctive materials in our processes. Our Range We are well known for our UGG boots, particularly popular with female customers. What many consumers don’t know is that we have a brilliant and extensive menswear range – taking in everything from boots and shoes to trainers and flip-flops. The Creative Challenge The challenge is to develop creative ideas that will increase awareness among men of our product range. We need to give men permission to buy into UGG and to wear our products. How do we grab the attention of guys, and leave them in no doubt that UGG is a relevant and desirable brand for them? Creative Requirements We’re keen to hear innovative ideas for campaigns and other communication that will grab the attention of guys, and put our collections firmly onto their radar. This is a deliberately broad brief as we are very open-minded to the right messages and media that will combine to meet our objectives. You might have digital ideas, experiential ideas, in-store ideas, advertising ideas – or any other kind of ideas for that matter! You are free to demonstrate your thinking in any medium or combination of media that you see fit. We’re keen to understand the environments and moments that you
YCN STUDENT AWARDS 2012—13
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think our target market will be most responsive to your message. How will your ideas come to life, and where? The Target Audience We have a shoe for all male consumers – from the coolest young influencer to his Granddad too. We’d like for your creative ideas to engage with an audience of younger men in their 20’s and early 30’s. We believe there is a rich opportunity to engage, and change perceptions among younger guys. You may decide to focus on a specific age group within this range if you wish; but importantly any communication you produce must not alienate or confuse our older consumers. Creative Considerations Think globally: we have UGG stores in many countries so your ideas need to feel relevant if encountered in different regions. As you will see from your research; our collections provide something for every season and every type of weather, terrain and adventure – be it urban or on the beach. We are absolutely not just about boots. Materials are hugely important to us, going all the way back to our first boots and the magical material of sheepskin. We’ve often said to guys that our shoes are ‘UGG on the inside and man on the outside’. Many are often surprised by the extent of our range. How might you communicate the true breadth of our offering? Mandatories Please include the UGG mens’ logo within your work where appropriate. Deliverables, Artwork and Additional Information For guidance on how to submit your work, please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack on the YCN website – www.ycn.org
YCN STUDENT AWARDS 2012—13
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