Sambista is the protagonist of the brand’s summer campaign together with Paolla Oliveira
Havaianas surprised us with an experience that was at least different, at the Pinheiros station of the São Paulo subway: a pocket show by singer Diogo Nogueira. The action emerged as a way to make the recently launched movement “Tira o pé, vai de Havaianas” tangible, which reinforces the brand’s connection with a lighter and more relaxed mental state, encouraging small moments of pause that are essential to balance the hectic routine.
The musical intervention, which lasted around 30 minutes, started subtly, like a flash mob. Little by little, musicians with instruments such as guitar, tambourine and cavaquinho began to arrive from different parts of the station, and gathered towards a Havaianas stage. When the band was already formed, Diogo Nogueira joined.
In addition to the show, Havaianas distributed more than a thousand pairs of flip-flops from its classic lines, Top and Brasil, offering even more lightness and comfort to passersby.
With a composition of walls and adhesive windows, in addition to digital media that, due to its presence in the out-of-home media that dominated the season, the brand created an environment completely decorated with its movement that officially began on October 27th, with a TV commercial starring actress Paolla Oliveira.
Then, on November 4th, the premiere of a film with singer Diogo Nogueira took place. Both stories highlighted that, by wearing Havaianas, it is possible to escape the routine and enjoy moments of relaxation.
The coordination and development of the action on the subway was carried out by Agência HUB Brasil, in partnership with AlmapBBDO, which led the creative concept and offline media strategy for the campaign.
In the digital environment, the Gallery was at the forefront of planning and influencer marketing actions.
