UGG wanted more men to try their shoes, but most guys still thought of UGG as a women’s brand. If you spent any time on a college campus in the aughts, you can probably understand why.

To change this perception, we create an integrated campaign that showed hardworking guys how UGG slippers could help them do the thing they struggle with most: relax.

The result was an 81% lift in conversation about the brand and a 20% rise in men’s sales, including a pair purchased by yours truly. Seriously, they’re great.