UGG, the California boot brand owned by Deckers Brands, launched its Fall 2026 “UGG Season” OOH campaign on 30 September 2026 in New York and Los Angeles. It is the brand’s largest out-of-home investment of the year. What stands out is not the size but the approach: instead of running one global execution everywhere, the creative was adapted to each city, down to individual neighborhoods and streets.
Jellyfish, part of The Brandtech Group, led both the localized creative and the media planning. Below is a summary of the campaign and what brands in Thailand can take from it when planning out of home advertising in Bangkok.
No budget or results were disclosed. The sources only state that this is UGG’s largest OOH investment of the year.
Jellyfish adapted the copy, design, retouching and placement treatments to each location, so the work feels like part of the city rather than a ready-made ad pasted onto a wall.
The copy refers to cobblestones, fallen leaves, neighborhood sidewalks and the day your favorite boots come back out. The Prince Street subway station carries several formats that mix brand, product and emotion-led creative. Brooklyn lettering artist Jen Mussari designed a custom typeface for the campaign and hand-painted it on murals in Williamsburg and SoHo.
In Los Angeles the campaign uses Sunset Strip placements and wild posting, repeated posters along street walls, to tell LA’s own version of fall rather than recycling the New York work.
Lindsey Dashoff, Vice President of Marketing, UGG North America, said that UGG Season is about more than the arrival of fall: it is about the feeling that comes with it. Because what makes fall special looks different depending on where you are, the brand wanted the campaign to feel distinctly local.
Michael Walsh Kirwan, Vice President, Creative at Jellyfish, described the brief as taking a global brand platform and making it feel like it belongs to the street you are standing on. The team focused on small, recognizable details, such as the changing light, the changing sidewalks and what people reach for in their closet, and tied them back to UGG.
You do not need a UGG-sized budget to use the same thinking. The examples below come from real campaigns in Bangkok.
One message does not have to work everywhere. Change the image, the words or the angle to fit the neighborhoods and routes your audience actually uses, or tie it to a city moment the way UGG used fall. In Thailand, Pepsi did this over Songkran 2026 with 20 fully wrapped tuk-tuks giving free rides on the CentralWorld to Silom corridor. See the tuk tuk advertising bangkok case study.
UGG paired hand-painted murals that people remember with DOOH and programmatic placements that scale reach flexibly. Brands in Thailand can do the same by combining static or vehicle media with dooh bangkok screens whose message can change by time and place.
The campaign ran alongside social, search and performance media so that people who saw the posters could continue on their phones. Thai brands can do the same with a discount QR code or an online campaign that echoes the outdoor creative.
Out-of-home media that travels with people, such as taxi advertising or tuk-tuks, puts a brand inside the daily routes of its audience across several districts in one campaign. It can also sit exactly where the message means most: Maison Keeps used vehicle wrap advertising on a full tuk-tuk carrying its new store address, parked at the Siam Center drop-off a few steps from the shop.
UGG’s Fall 2026 campaign, built on the “Born To Feel” platform. It launched on 30 September 2026, runs in New York and Los Angeles through October, and is the brand’s largest out-of-home investment of the year.
OOH stands for out-of-home: advertising that reaches people while they are away from home, such as billboards, transit media and vehicle media. For a full explanation, read what is ooh and its main types.
People respond to what feels close to them. Work that references their street, neighborhood or daily surroundings reads as part of the place rather than a generic ad, and it makes a global brand feel closer to local audiences.
Yes, if measurement is designed into the brief. A good report separates three levels: Delivery (did it run), Exposure (how many had the chance to see it) and Response (who did something next, such as scanning a QR code or using a code), with the method for each agreed before launch.
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Sources: OOH Today (7 Oct 2026) and the Jellyfish press release via Roastbrief (30 Sept 2026). Executive quotes are paraphrased from the original English release. Cover and header photos: UGG Season campaign imagery, UGG / Jellyfish.
