[CS0010] UGG: Shifting the Fashion Week spotlight.
CHALLENGE
Create unexpected and entertaining 'fashion week' content for UGG fans that positions the brand as a credible fashion leader.
UNORTHODOX APPROACH
Shifting the dial away from London and Paris by uncovering the style subcultures of Marseille and Manchester, we spotlighted their fashion scenes that are shaping today's growing fashion hubs.
CRAFT AND COLLABORATION
We discovered two hosts who captured the energy and attitude of Marseille and Manchester, and had them interview passers-by about their style personality. Coco's social content revealed to UGG fans that confidence and self-expression is the DNA of true style.
RELEVANCY
Unstaged and unfiltered, the content spoke to real people in each city, getting their genuine take on what makes fashion, and what makes their own city fashionable.
