Title | True Fashion |
Agency | AlmapBBDO |
Campaign | True Fashion |
Advertiser | Alpargatas |
Brand | Havaianas |
Date of First Broadcast/Publication | 2020 / 2 |
Business Sector | Shoes |
Philosophy | 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. |
Media Type | Case Study |
Length | |
Executive Creative Director | Ricardo Chester |
Executive Creative Director | André Gola |
Executive Creative Director | Marcelo Nogueira |
Copywriter | Daniell Rezende |
Creative Director | Fernando Duarte |
Creative Director | Henrique Del Lama |
Planning Supervisor | Aline Martinez y Alonso |
Planning Supervisor | Janaina Agostini Lôbo |
Art Director | Breno Ribeiro |
Chief Creative Officer | Luiz Sanches |
Account Manager | Warley Vieira |
Account Director | Mariana Silveira |
Account Director | Fabíola Loureiro |