Havaianas: Made of brazilian summer [ENG]

Credits & Description:

Agency: Almapbbdo
Campaña/Title: Made Of Brazilian Summer
Anunciante/Brand: Alpargatas
País/Country: Brasil
Producto/Product: Havaianas
CD: Luiz Sanches, Bruno Prosperi, Andre Gola, Benjamin Yung Jr., Marcelo Nogueira, Pernil
CW: Pedro Corbett, Daniel Oksenberg
AD: Keka Morelle, Felipe Antonioli

Synopsis:
Havaianas is an iconic brand of Brazilian sandals, sold across the world. And much more than just a pair of sandals, Havaianas, you might say, represent Brazilian summer, with all their colors, style, and comfort. The problem is that the brand isn’t at the same stage all across the world. In some places it’s quite well-known, and in others it still needs to emphasize its benefits more strongly. Some places have plenty of funding for material, others can only do point-of-sale. And to cut back on costs, the aim was to not create campaigns specific to each market, but to come up with a single, all-encompassing campaign to be used across all countries. With that in mind, we decided to illustrate the relationship between Havaianas and summer in Brazil, which is famous the world over. Being as they are, Havaianas are actually made out of the very stuff of that summer: they’re the translation of summer, with their colors, style, and their swing. And to communicate this, we decided to turn the packaging for Havaianas into packaging for everything that makes Brazilian summer what it is – its energy, rhythm, spontaneity, good vibes, friendship, free spirit, etc. And inside each pack, of course, a pair of Havaianas. We created these physical packaging styles and then photographed them, showing the Havaianas coming out of the packaging that illustrates the best of Brazilian summer.