One factor that marks the trajectory of the Ipanema it is the feminine force, which inspires identification among Brazilian women and is a central pillar of the brand’s essence. In 2022, the brand expands this scenario with the launch of the Semper Nova collection, by inviting people to reconnect with the collective, through the motto “United, the tram shines”, in a campaign starring singer Iza. In the film, a path of union is established between Iza and the women around her. The artist still interprets a song that is proprietary to the brand and lends her striking timbre to Ipanema’s message of female connection.
Watch the video below:
Created by Mutato and produced by Café Royal, the campaign also had a female look behind the camera, through the direction signed by Joca_Georgia Guerra-Peixe. The composition of the film set and production team followed the brand’s pattern: they were made up mostly of female professionals, reinforcing Ipanema’s DNA.
The result of this combination is the portrait of the trajectory throughout the country symbolizing the formation of a female support network. In synergy with the narrative of the advertising film, Iza reiterates the power that this true connection is capable of awakening, singing inspiration in verses such as “always holding hands and every step of the way confidently. I feel our strength, we are all allies”.
Daiane Fischer, Ipanema Brand and Communication Manager, points out:
“As a brand, we play a key role in fostering and making room for female connections to grow stronger. That’s why we tell these inspiring stories, valuing the entire trajectory so that women can feel the power that comes from this union. Once this support network is formed, it becomes of great value and makes it possible for these women to run with great determination. It’s like a great current of female impetus. And Ipanema Semper Nova is this invitation to freedom and celebration of this mutual support, so that together, everyone can reach the spotlight. As in the campaign, we want to show and always support this force that, together, makes the tram shine.”
Alessandra Muccillo, Executive Creative Director at Mutato, comments:
“For five years ahead of the launches of Semper Nova, we have been able to build content with Ipanema that demonstrates the brand’s proximity to real women. And, in recent times, a lot has changed in the lives of all women. That’s why we started from a unique insight to broaden this conversation: if we keep moving forward, it’s because every woman has a strong network that keeps us going.”
The Solar, Solar Slide and Solar Sandália releases give shape to the versatility of the collection, bringing models with design contemporary style that balances fashion trends. Semper Nova’s products also offer comfort and with a wide variety of colors, in an accessible way for the public. The novelties are available in adult sizes (33/34 to 39/40) and children (23/24 to 32/33) on Ipanema’s official website.
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