UGG® Launches First Global Brand Campaign

— “THIS IS UGG” Expresses the Emotional Power of the Brand by Celebrating Life’s Biggest, Small Moments

NEW YORK, Aug. 19, 2014 /PRNewswire/ — Lifestyle brand UGG Australia announced today the launch of its first global brand marketing campaign called “THIS IS UGG.” The campaign debuts on August 18th around the world. “THIS IS UGG” is designed to connect with consumers on emotional levels that transcend any product, with the goal of further strengthening UGG as a global, premium lifestyle brand, year round. The campaign explores the theme that life’s biggest moments are actually the small ones – a place where the brand lives in consumers’ lives. Whether personal or intimate, reflective or celebratory, it’s often the smaller moments where life’s most important interactions and connections occur. The campaign will use this storytelling platform to showcase such moments and illustrate the fact that UGG ‘Feels Like Nothing Else.’

To view the multimedia assets associated with this release, please click: http://www.multivu.com/players/English/7299751-ugg-australia-launches-first-global-brand-campaign-this-is-ugg/

Photo – http://photos.prnewswire.com/prnh/20140818/136867

“In launching this brand campaign, we challenged ourselves to communicate the unique physical and emotional experience that occurs when you own UGG products,” said Connie Rishwain, President of UGG Australia. “We are showcasing the personal moments where UGG exists in our consumers’ lives. We know how our product enhances any experience, but this is the first time we’ve tried to capture that magic.”

“THIS IS UGG” is a multi-media, cross-channel campaign presented primarily in black-and-white that features real moments with real people captured in personal settings that celebrate the small moments that mean the most to them.  For example, sketch-artist Langley Fox, Ernest Hemingway’s great-great-granddaughter, is featured in her own Los Angeles home working on an illustration project, and later spending time with her best friends; Tom Brady, who typically appears in UGG campaigns crafted specifically for him, will be integrated into “THIS IS UGG,” in moments together with his mother and father; and California architect Harry Gesner with his son and grandsons who share a lifelong love of the ocean, surf the Malibu coast in a nod to UGG’s surfing roots.

“The stories with Langley, Tom and Harry and his family are both personal and authentic,” said Vice President of Marketing Nancy Mamann.  “Because each of our moments highlights real people, we’re able to dive deeply into who they are and what moment they’re experiencing—whether it’s on our blog, on our website, even our social channels—and bring to life the environment in which people from all walks of life, doing very different things in their private lives, live with UGG.”

CREATIVE AGENCIES:

  • THIS IS UGG:
    • AGENCY: HOUSE DESIGN AND FILM, LOS ANGELES
    • PHOTOGRAPHER: CRISTINA TRAYFORS
  • THIS IS UGG –TOM BRADY:
    • AGENCY: M+C SAATCHI, LOS ANGELES
    • PRODUCTION COMPANY: HSI, LOS ANGELES
    • DIRECTOR: BRENDAN MALLOY
    • PHOTOGRAPHER: CARTER SMITH

LINK TO ANTHEM VIDEO: https://www.youtube.com/watch?v=JV8t7wSe52s&feature=youtu.be

LINK TO IMAGES: https://drop.deckers.com/THISISUGGIMAGES2

UGG Australia has built a reputation on luxury and comfort by using only the finest materials in the world, employing the highest standards of craftsmanship and delivering new and innovative styles well beyond the original sheepskin boots and slippers.  UGG Australia is recognized as a premium lifestyle brand that offers footwear, apparel, outerwear, accessories and handbags and has grown to over $1 billion in sales.  UGG Australia concept stores offer the ultimate brand experience with over 70 stores worldwide including New York, Chicago, San Francisco, Los Angeles, Miami, London, Tokyo, Shanghai, Beijing and Moscow.  UGG Australia operates on several social media platforms including Twitter, Vine, Pinterest, in addition to a branded blog entitled Plush Hour. In 2012 the brand exceeded two million fans on Facebook.  Every genuine UGG product is linked together by the unforgettable sheepskin experience, and a feeling that is truly like nothing else. 

About Deckers Outdoor Corporation
Deckers Outdoor Corporation is a global leader in designing, marketing and distributing innovative footwear, apparel and accessories developed for both everyday casual lifestyle use and high performance activities.  The Company’s portfolio of brands includes UGG®, I HEART UGG®, Teva®, Sanuk®, TSUBO®, Ahnu®, MOZO®, and HOKA ONE ONE®.  Deckers Outdoor products are sold in more than 50 countries and territories through select department and specialty stores, 126 Company-owned and operated retail stores, and select online stores, including Company-owned websites.  Deckers Outdoor has a 40-year history of building niche footwear brands into lifestyle market leaders attracting millions of loyal consumers globally.  For more information, please visit www.deckers.com.

Contact: Emma Oldenkamp
UGG Australia
[email protected] 
+1-212-247-8552

“Keystone Has Come At The Right Time,” Says Dr. Jin Li, Speaking at the Sixth Education Salon

BEIJING, August 18, 2014 /PRNewswire/ — A mama, papa and baby bear are trying to catch fish for their dinner from a stream. The baby bear, desperate to learn this basic survival skill, tries but is unsuccessful and gives up. American 5-year olds who were told this story were more tolerant of the baby bear’s failure and still found it cute and furry, but their Chinese peers would have liked if the bear had persisted instead of giving up so easily. Dr. Jin Li says that the difference in response, revealed through academic research, is an indication of learning beliefs that come from “parental socialization” and then “joint socialization of parents and school” that are all culturally rooted. But one person sitting at the back of the room listening to Dr. Jin Li’s presentation at Keystone’s Sixth Education Salon was unhappy with this cultural distinction. Elementary school student and Chinese native, Coco, walked up to the front of the room and asked, “How can American kids be more tolerant of the baby bear? And as Chinese myself, which behavior should I choose?”

Dr. Jin Li, Professor of Education and Human Development of Brown University, explains the different learning models of different cultures.

The Keystone Approach

An expert and scholar in the field of education and human development at Brown University, Dr. Li was happy that a student came forward with this question. She explained that one cultural approach is not better than another. It is about developing a cognitive ability to integrate different cultural learning approaches and applying them in the right moments. Keystone, with its uniquely integrated education model and values, is best suited to enable integration and inculcate an understanding of cultural variations in students, says Dr. Li. As she notes in her recent book Cultural Foundations of Learning: East and West, “Globalization increases rather than reduces the need for us to understand cultural variations.” “Keystone comes at the right time,” she encouragingly notes, “with its world-oriented focus, critical thinking pedagogical style and inquiry-based learning.”

Meeting of East and West

Dr. Li’s compelling talk to a packed AmCham conference room was a wake-up call to the unavoidable significance of understanding culturally oriented learning beliefs. Her several years of extensively comparative and impressive research of European-American and Chinese children has given us a peek into the minds of children and how they learn. The western learning approach looks for objective truths through inquiry and scientific discovery because the human mind is supreme and enjoys such intrinsic inquiry that will be put to ethical use. The eastern way approaches learning as a lifelong process to learn about the self and continually improve the self; this approach to learning enables and legitimizes powerless individuals and encourages a love for learning. In today’s world, eastern and western learning cultures meet through ever moving populations. Cultural integration is inevitable. In Dr. Li’s words, “It is quite possible to obtain knowledge and to retain one’s soul []One can grow both with what has been enculturated and assimilated in one’s own culture and what has been acculturated in another.” Keystone’s mission is in tune with this dynamic and ever changing world. The Academy’s unique Chinese Thread lays the foundation to potential cultural integration. Keystone’s students will graduate as academically outstanding, culturally sensitive and integrated world citizens.

About Keystone Academy

Keystone Academy is a non-profit, philanthropic venture governed by a board of trustees. The school, which will enroll its inaugural class in fall 2014, blends distinctive traditions in eastern, western, and international education, creating a “new world school” that is academically outstanding and a new model of education in China. At Keystone, we embrace a world that is dynamic and ever changing. We learn from and we learn for this enterprising, global community.

For further Information, please contact:
Ms. Sabrina Liu
Director of Marketing and Communications
+86-010-8049-6008
[email protected]
www.keystoneacademy.cn

Photo – http://photos.prnewswire.com/prnh/20140815/136467

New Life Sciences Research Reveals Early Stage Treatments to Help Scientists in the Fight against Ebola

— Thomson Reuters disease profile provides greater understanding of key Ebola treatments in the drug pipeline and experimental therapies approaching development

PHILADELPHIA, Aug. 18, 2014 /PRNewswire/ — The Intellectual Property and Science business of Thomson Reuters, the world leader in intelligent information for businesses and professionals, released a comprehensive disease profile on Ebola Virus Disease that includes a detailed analysis of two new treatments in the pipeline and two experimental candidates approaching development.

Ebola deaths in West Africa have exceeded the 1,000 mark since ravaging Liberia. Practitioners in Britain were recently ordered to look out for symptoms of the killer virus to stop it from taking hold in the UK, with doctors receiving new guidelines on how to deal with suspected cases. Ebola Virus Disease is particularly lethal. According to the World Health Organization, outbreaks have a fatality rate of up to 90 percent. There is currently no effective treatment.

The Thomson Reuters Ebola Disease Briefing is available free of charge through its LS Research website, a resource providing researchers with the latest news on disease insights and developing treatments, through reports and biological pathway maps. This resource offers disease profiling and comparative data to the current drug landscape for clinically devastating, relevant diseases, such as Ebola.

“Our LS Research resource is designed to place valuable scientific insights into the hands of researchers to offer new angles on understanding devastating diseases — not just as related to Ebola, but for other conditions that continue to compromise quality of life for people around the world,” said Jon Brett-Harris, managing director of Thomson Reuters Life Sciences.

Through analysis using Thomson Reuters Integrity — an industry-leading resource providing researchers with reliable, detailed drug R&D information across multiple disciplines — LS Research analysts identified two potential Ebola treatments in the drug pipeline: Sarepta Therapeutics’ VP24 expression inhibitor known as “AVI-7537” and Tekmira’s VP24 expression inhibitor known as “Ebola SNALP.”

VP24 is believed to play a significant role in Ebola Virus Disease, and may have an effect on the formation and replication of the viral genome. Scientists are now exploring the inhibition of this VP24 protein as a potential treatment to block the building and reproduction of the Ebola Virus genome.

Both of these treatments are currently in Phase 1 clinical trials. The LS Research site also provides comprehensive information on the disease itself.

There are also two experimental treatment approaches set to move into the pipeline. The first, ZMapp, a novel drug candidate in development by Mapp BioPharmaceutical, LeafBio, Defyru, the U.S. Government and the Public Health Agency of Canada (PHAC), is a cocktail of three different humanized monoclonal antibodies produced in nicotina plants that target the virus. The aim of this potential therapy is to halt the progression of Ebola; it was recently successful in treating two American healthcare workers infected by the outbreak in West Africa. The second is a vaccine candidate rVSVdeltaG-SWGP-2A-MFL being developed by the Beijing Institute of Biotechnology. It consists of a recombinant vesicular stomatitis virus expressing multiple regional fragments of the Ebola virus.

To further support the efforts in the fight against the Ebola virus, Thomson Reuters BioWorld, an industry-leading biopharmaceutical news resource, has comprised a collection of articles highlighting the most innovative research in recent years and the latest updates to provide greater insight into the disease and the treatments in development. Visit BioWorld to view this special report.

Visit LS Research to view the Ebola Disease Briefing and a variety of reports providing insights into other devastating conditions.

Learn more about Integrity.

Thomson Reuters
Thomson Reuters is the world’s leading source of intelligent information for businesses and professionals. We combine industry expertise with innovative technology to deliver critical information to leading decision makers in the financial and risk, legal, tax and accounting, intellectual property and science and media markets, powered by the world’s most trusted news organization. For more information, go to www.thomsonreuters.com.

CONTACT:
Jennifer Breen
[email protected]
+ 1 215 823 1791

Molly Malone
[email protected]
+1 215 823 3702