“UGG’s Global PR Team asked us to create a campaign for their retail partnership with Footaction, launching in Chicago. Featuring Vic Mensa, born in Chicago, the campaign was so successful, it became a Halo Campaign, all featured products completely sold out. The entire campaign was then adopted by the Global Marketing team at UGG and became the most successful men’s campaign, ever, for UGG,
Vic Mensa was an ingenious choice for the project. We were challenged with developing a campaign that would resonate with Gen Z and Millennials based on research and insights gathered by Footaction, which reflected an overwhelming desire by their customers to Do More. UGG’s current men’s campaign featuring Tom Brady and Jeff Bridges featured the hashtag #DoNothing. ”
A musician and activist, we featured Vic celebrating his many loves; the city of Chicago, music, fashion, and of course, UGG. capturing him traversing from one end of the city to another – zagging between spots of inspiration, refuge, and productivity; ie., the studio. Leveraged the spirit of Vic’s album title, ‘There’s a lot Going On’ the city of Chicago, where the brand partnership was launch was front and center in a series of videos, fold-out poster, digital and social content.
Publishers, Brand partners, and UGG were thrilled with the results. The PR campaign was picked up by the Global Marketing team and it was UGG's most successful Men's campaign, ever. Product sold out and was labeled a Halo product making an unexpected boon for UGG and Footaction. Featured in Footwear News as one of the top 10 most memorable campaigns for the year.
