The most popular Australian (shoe) fashion brand UGG is still enjoying huge following. To extend their line and image, they wanted to reach out to a greater variety of people. In an interactive way they wanted to share the love online with Valentine and also for the special moments. We made a live production with photography and video in the Amsterdam Vondelpark in the hipster zone in Amsterdam Noord. Based on this we created a campaign leading people to an action site. On this site, people could upload a photo dear to them. It was to thank somebody to be their (secret) Valentine. This photo could be send via social media or email. But even more fun was that UGG would pay for a print version of this photo to the physical address of the admired person. The posts (online and offline) included a voucher to be used in an UGG store.


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