(October 8, 2015) M&C Saatchi LA has launched UGG®
Australia’s new fall campaign, which demonstrates how the brand’s innovative Treadlite by UGG™ lightweight outsole technology helps Defeat the Seasons
. Available on weather boots for the first time, Treadlite by UGG™ features a lightweight, durable, and flexible outsole that delivers remarkable traction and protection that can combat even the worst conditions with ease. The campaign’s arresting visuals are dramatic interpretations of the worst kind of winter conditions, with Treadlite by UGG™ boots catapulted through layers of ice, snow and water.
View the campaign here: https://www.youtube.com/user/uggaustralia/featured
“Earlier this spring, we helped introduce Treadlite by UGG by floating a pair of UGG shoes through downtown LA. When it came time to introduce the fall Treadlite by UGG line, we wanted to create a campaign that hinted at effortless travel, but with the added twist of durability against the elements,” explains M&C Saatchi LA Art Director Stephen Reidmiller. “Defeat the Seasons
was inspired by that combination, with the twist of a practical demonstration. We built a 50 foot-long launcher and actually tossed every single one of these shoes directly through the elements.”
The video, directed by Trevor Pearson, was shot with a high-speed camera to capture mesmerizing slow-motion footage of the Treadlite by UGG™ boots, the Hendren TL and the Hannen TL, floating impact with the elements. Print ads were also created during the shoot and feature the boot’s moment of contact, trapped in airborne time. In addition to key online placements, the campaign leverages the video content in new social platforms like EPSN’s Snapchat Discover application.
“With the combination of Treadlite by UGG and weatherproofing, our UGG for Men customer can comfortably and confidently go about his day regardless of the forecast,” says UGG® Vice President of Global Marketing Nancy Mamann. “Our Defeat The Seasons
campaign showcases all the best attributes of the new Hannen TL and Hendren TL boots, which are incredibly lightweight, durable, and made with the highest quality materials to effortlessly tackle the toughest elements of the season.”
The social campaign, also directed by Pearson, is a playful extension of the central idea, with boots obliterating the non-weather events that men also need to ‘defeat’ over the Holiday season.
About The UGG® Brand
Founded in 1978 in California, the UGG® brand has built a reputation on luxury and comfort by using only the finest materials in the world, employing the highest standards of craftsmanship, and delivering new and innovative styles. The UGG® brand is recognized as a premium lifestyle brand with more than $1 billion in annual sales, offering men’s, women’s and kid’s footwear as well as loungewear, outerwear, home products, cold weather accessories and handbags. The brand’s concept and outlet stores offer the ultimate brand experience with 137 locations worldwide, including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai and Beijing. For more information, visit our website, www.uggaustralia.com
. @UGGAustralia #ThisIsUGG
About M&C Saatchi LA:
M&C Saatchi is the world's largest independent marketing communications group, with 24 offices in 18 countries. The network employs more than 1,800 people who service over 200 clients, spanning advertising, design, social, content, digital marketing, mobile, public relations, sponsorship and event management. The agency was founded in 1995 by Maurice and Charles Saatchi with the principal of ‘Brutal Simplicity of Thought,’ and was called "the fastest growing start-up in advertising history" by Adweek. The LA agency has produced iconic work for Ketel One, Crystal Cruises, Qantas Airways, Epson, OSU – The James, the San Diego Zoo, UGG® Australia, New Mexico Tourism Department, Google, and the California Department of Public Health. For more information, please see www.mcsaatchi-la.com
The Treadlite by UGG™
fall Campaign Credits:
Agency: M&C Saatchi LA Creative Director: James Bray Copywriter: Stephen Reidmiller Art Director: Jelani Curtis Producers: Brian Bushaw/Selwyn Wallace Account Handler: Rebecca Weaving Planner: Jason Riley
Production Company: Trevor Pearson Productions Director/DP: Trevor Pearson Producer: Courtney Julep
Editing Company: Cosmo Street Editor: John Bradley
Post: Varnish FX
Music: Elias Arts Audio Post: Vaudeville Studios