UGG is turning to social media this year in its annual Art & Sole contest, a design initiative that benefits a different charity each year. In past years, the Australian fashion brand has asked celebrities (such as Ellen DeGeneres, Mariah Carey and Ashton Kutcher) to create a custom UGG boot; this year, it's inviting people to submit their digital designs, a select group of which will be hosted in a gallery on its Facebook page.
The campaign, through digital agency 360i, allows entrants to submit designs either via Facebook, or via the contest site at Talent House. Facebook fans can vote for their favorite designs on December 27, narrowing the pool down for final judging. On January 18, UGG will announce the winning design, which will be used as inspiration for a limited edition boot available in the spring. A portion of proceeds will go to benefit the Boys & Girls Club of America.