Cannes Lions

Do Nothing

CAMP+KING, San Francisco / UGG FOR MEN / 2017

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Overview

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Credits

Overview

Description

Since UGG® slippers are the physical embodiment of relaxation, we believed that owning downtime was the way to establish a foothold with men: It aligned with our heritage, our products and current cultural and consumer trends.

Surfers were wearing UGG® during downtime, and this finding sparked an idea that fit with UGG®’s laid-back ethos: Other brands were constantly urging guys to do more, run faster and play harder; we’d invite them to loaf in luxurious loafers.

We created the Do Nothing Zone on UGG.com, where visitors could watch the films and check out shoes like the Ascot. For the centerpiece spots, we hired two very laid-back lads—actor Bridges and quarterback Brady—to kick back in a luxurious lodge and, basically, do nothing in their comfy UGG®s. Bridges, of course, is known for playing one very chill dude, and the ads launched while Brady was chilling during his NFL suspension.

Execution

In the quirky films, actor Jeff Bridges and quarterback Tom Brady are inexplicably holed up together in the ultimate man cave—a luxurious lodge loaded with the latest tech. In these quiet spots they “Do Nothing” in the comfy shoes while demonstrating manly ways to upgrade one’s downtime.

In one surreal scene, sofa-bound Bridges is served by butler drones, which hover around his head to turn his newspaper pages, deliver liquids to his lips and comb his luxurious locks. In “Song,” guitar-slinging Bridges croons a cowboy tune to napping Brady. When Bridges launches into a rowdier round two, the startled quarterback jumps up and cries foul—language. “Jeff Time” shows the UGG®s-wearing Bridges performing in the softest shoe ever.

Thirty-second spots broke in September 2016, and new executions dropped in throughout the fall. In addition to UGG.com, we bought media on YouTube, Hulu, ESPN, Yahoo and other sites.

Outcome

“Do Nothing” was a smashing success. Our digital films starring Jeff Bridges and Tom Brady managed to change the conversation—and the perception—of UGG® shoes.

“Do Nothing” produced a 20% uptick in men’s sales and an 81% jump in conversation about the brand.

Additional findings:

· An 83.2% lift in brand awareness for men who viewed the ad (145M impressions)

· A 208.9% lift in purchase consideration for men who viewed the ad

· Along with the 20% uptick in Men’s business, UGG® got an 11% increase in total e-commerce sales

· An 81% increase in conversation about the UGG® brand, 78% of which was generated by men

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