Do Nothing

Most guys thought of UGG as just a women’s brand. If you spent more than two minutes on a college campus between 2000 and 2010, you probably did too. To change this perception, we showed hardworking guys how UGG slippers could help them do the thing they struggle with most: chill out.

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.