Ugg is reconnecting with nature for its Winter 2015 campaign with the help of supermodel Chrissy Teigen and DJ Jack Guinness. The campaign, called “This Is Ugg,” depicts the two notoriously “plugged in” celebrities atop snow-topped glaciers and snowcapped mountain peaks in Iceland.
Rather than focus on one specific product, the multi-media, cross-channel campaign was designed to develop an emotional connection with consumers and present the Deckers-owned brand’s extensive winter product, including innovations in its weatherproof, waterproof and water-resistant technologies. The campaign will run through Feb. 1, 2015.
Ugg president Connie Rishwain said, “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.”
Rishwain noted the brand has demonstrated steady success in expanding its offers with high-tech weather features and transitional product. Highlights in the women’s winter collection include the Adirondack Boot II outfitted with waterproof full-grain leather and an Ugg-exclusive Vibram outsole and the Emalie boot, which fuses waterproof leather with a water-repellent wool blend. The men’s range offers durability and style in the form of the Munroe, an oiled suede, fully lined boot, and the Classic Mini Deco, which is an alternative for warmer climates.