Award: CAMPAIGN CATEGORIES \ C32. Best Mall Event

To anchor Shanghai Xintiandi’s annual Christmas campaign, UGG transformed the commercial district into a 35-day “Feelcation” winter resort. The objective was to drive mall-wide foot traffic and position UGG as the ultimate brand for winter warmth. The challenge lay in managing a sprawling open-air activation and executing a high-risk celebrity concert in a bustling downtown hub.

Blurring the lines between brand and venue, the strategy featured 11 multi-sensory zones, including giant UGG boot benches, an NPC Train Conductor, and alleyways with dynamic projections and artificial snow. Cross-tenant partnerships with local bakeries and restaurants seamlessly integrated UGG into the mall’s ecosystem. A safe, unprecedented open-air celebrity concert served as the campaign’s climax.

The event successfully maximized venue capacity on key holidays, generated viral social media traction, and earned police commendation for crowd control, delivering exceptional value to both UGG and the landlord.