David GaskellLeeds College Of ArtUGG

Give men permission to buy into UGG.

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David GaskellLeeds College Of ArtUGG

The biggest challenge of the brief is to find out what males connect themselves with. UGG clothing is a very high standard, a standard to matches and passes many popular male high street fashion brands.

The challenge is creating a persona that is something to associate yourself with. The best way to connect people is with humour. Laughter is the cure.

The UGG Boot. A product that has gone on to define the UGG brand. This could be seen as a case of damage by success. The boot became a female fashion symbol, the association with female fashion has put many potential male customers off the UGG brand.

Current online advertising UGG are using. Aimed at men. I think the advert is more appealing/provocative to women. Pardon the French, but every person I showed this advert to in my research replied, ‘What a dick!’.

The men I showed the advert to didn’t feel any connection with the brand. This has to change. The connection with UGG should go beyond the items of clothing and be a brand which people are proud to associate themselves with.

To change the audience perception of UGG I decided to use a dose of shock visual humour. This will work to change the perception of UGG, and the people who don’t wear UGG.

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David GaskellLeeds College Of ArtUGG

Aphex Twin album designed by The Designers Republic. This images makes everybody look twice. The eyes are obviously drawn to the shirt testicles first. Then look up to see a beared man’s face. This is the type of double reward image I have created with my adverts.

I took the flat vector illustration style from the above poster. Design by DKNG Studios for Flight of The Conchords. The boldness of the illustration will stand out when placed amongst the endless photography based fashion adverts.

Using vector illustrations in their adverts will make UGG stand out from their competitors. Making them a brand people will recognise, remember and ultimately want to be associated with.

For visual references I turned away from the run of the mill fashion adverts and instead looked towards design that people feel passionate about. Design for music is where I last looked, music is something people get very passionate about.

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David GaskellLeeds College Of ArtUGG

The concept I went with focusses on people that don’t wear UGG. This is a fresh way to look at the design problem. The tagline of ‘This man does not wear UGG.’ offers a campaign that can evolve to encompass a wide variety of outcomes.

The illustrations are based on a male wearing underwear that is considered less than masculine. What I havedone is show extreme examples of feminine clothing, this detracts from the perceived femininity of UGG clothing. I kept the colours to black and white to widen the gap between UGG and their competitor brands.

This man does not wear UGG.

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David GaskellLeeds College Of ArtUGG

The advert in it’s editorial context. I propose to have the adverts on the left hand page of five consecutive spreads. This will create an unfolding series of adverts. The print adverts will appear exclusively in Shortlist magazine, which is a free weekly magazine aimed at a male audience.

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