Ugg wanted to change the perception that they only make comfy boots for women.
So we partnered with Jeff Bridges and Tom Brady to show guys that Ugg slippers are perfect for doing nothing. The campaign launched at the start of Tom's historic four-game NFL suspension, when he was doing nothing from his couch.
We also took over hockey penalty boxes to create ‘do nothing zones,’ and awarded the ‘do nothing play of the day’ to the best sideline performance on NFL RedZone.
Custom slippers were designed for dozens of celebrities, earning us millions of free views thanks to those who posted their new kicks on social media. Product sales jumped 20% in a few weeks. The integrated effort was awarded two Clios and appears in the Communication Arts Advertising Annual.
Role: Concept, Writer, Creative Director
The 'Do Nothing' Penalty Box:
Featured in the Communication Arts Advertising Annual:
We made over 50 pairs of custom slippers for celebrity influencers: