We used actual snapshots of models wearing Havaianas backstage on Fashion Weeks to show what fashion people wear when they’re not on the catwalk: Havaianas, of course.
Problem
We had to show Havaianas as a desirable brand in the fashion world, but also without losing its popular appeal. Not very hard, because it’s true: Havaianas were not among the sponsors of Fashion Week. But they are always seen backstage, since fashion people actually wear them –even without a contract. The campaign took advantage simply by going straight to the point.
Result
Awareness: Havaianas reinforced its image as a fashionable flip flop, getting more attention (and with a lot less investment) than if the brand had actually sponsored NYFW.