UGG - Feels Like UGG
Insight
Feeling comfortable within is key to expressing confidence.
Confidence helps build community and allows people to shine as their authentic self. When we feel authentically ourselves, we can attract the best energy into our lives.
Idea
Celebrating confidence.
Inspired by the Twin Seam on UGG’s Classic Boot, meaningful connections create strong, diverse and united communities resilient enough to leave a lasting mark on the world.
UGG’s new anthem explores how the power of individual expression can create inspiration, community and a sense of global connection. The immediate spark that ignites through interconnectedness is depicted, inspiring feelings of joy. As one person’s confidence influences another, it creates a lasting positive impact.
“Feels Like UGG is a celebration of how we are more than iconic products and experiences. We are a brand that makes you feel good inside and out.”
Anne Spangenberg, President of UGG and Koolaburra by UGG at Deckers Brands
Impact
Filmed in Seoul, South Korea, the idea comes to life by capturing a group of dynamic creatives who evoke the ethos of confidence, community and innovation that UGG is known for.
The campaign features a diverse cast of influencers, including Alex Consani, HANNI, Karabo Poppy Moletsane, Leah Dou, Phil Oh, Precious Lee and Young Mazino, reflecting UGG’s commitment to inclusivity and unconventional attitudes.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.
