YCN - UGG for men brief

The Creative Challenge:

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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?

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My campaign for male UGGs is based on awareness and interaction. From my market research, I found that generally males are not aware of the new UGG range, they associate the brand with the classic female boot. To help change this perception I've designed a campaign with a consistent identity which highlights the greater range of products available to men. This includes a double page spread showing off the new style of boots and shoes. Keeping the design elegant and simple, it conveys the UGG brand, with emphasis on the range with the use of large product photography. Also incorporating a 'try before you buy' idea as a quirky way for the public to interact with the advert. This helps create a unique identity for the product, that is different and might entice (even if its just for fun) men cutting out the shoe, and could provoke a social media reaction. 

The second magazine pitch is the 'our little secret' advert, which continues the campaign. Indicating with the absence of the UGG logo that someone has cut out the logo and applied it to their own shoes, as they want the UGG look. Alternatively, could be seen as they love the shoe but want to remain in the dark on the brand light heartedly playing on the old UGG perception (this would depend on the reader).

I've designed 3 different posters all in keeping to the previous identity, however I've played with the word Ugg in relation to the product's unique selling point. Lastly I've mocked up a website look that continues the aesthetic where people can download a wrap-around shoe, which they can cover their footwear with, to continue with the 'try before you buy' concept and also the concept of pretending your shoes are UGGs. 

I've included two extra promotional ideas. First one is a cubicle idea, using Guerrilla Advertising. Where a panel covers the bottom of the door giving the appearance that all the males using the cubicles are wearing UGG boots and shoes. The second is more of a point of sale display unit. I envision this to be in shops where UGGS are sold. This concept is asking you to stand in front of the mirror, line yourself up and look what you could look like if you were wearing UGG branded shoes.

Magazine spreads 

POSTERS

WEBSITE

PROMOTIONAL IDEAS