UGG and Wednesday Get Creative


By Marissa Tozzi | Impressionist

Creative agency ‘Wednesday’ has been appointed as UGG Australia’s new creative and strategic partner. It’s a wise choice as the firm has a broad base of digital and creative experience developing the Justin Bieber Calvin Klein Jeans campaign as well as accessory experience with houses like Kurt Geiger. Their first task is advertising UGG’s new upstairs line, ‘Classic Luxe Collection.’

The campaign was lensed by Josh Olins, with Creative Director Semjon Von Doenhoff having Carolyn Murphy model the boots in front of a simple, textured environment, giving the label a sense of touch. Murphy is styled in simplicity with skin as the most dramatic accent, highlighting the boots. The casting of Murphy is fitting of the tagline “Slim, Sleek & Sophisticated.”

Ugg has the difficulty of being an established brand whose core offering is at risk of being a trend. This is where the gift of marketing comes into play, transitioning from trend to classic iconic item. Thankfully, they have signed to a creative house to navigate that transition.ugg-fall-ad-campaign-the-impression-001 ugg-fall-ad-campaign-the-impression-002 ugg-fall-ad-campaign-the-impression-003


Agency | Wednesday
Creative Director | Semjon Von Doenhoff
Photographer | Josh Olins
Model | Carolyn Murphy

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