Action for social networks was created by Galeria.ag in partnership with AlmapBBDO and Lema
Havaianas took advantage of the national trend of naming children after famous artists to bring Akon Mendes, Cyndi Lauper Araujo and Mariah Carey de Jesus to Rio de Janeiro to star in the social media campaign with exclusive flip-flop models from the collaboration celebrating 40 years of Rock in Rio. Created by Galeria.ag in partnership with AlmapBBDO and Lema, the team’s reveal was part of a series of content for the event period.
“We took advantage of the festival to showcase the best of Brazil: Brazilians. The selection of these people reflects the lightheartedness, joy and authenticity of our people, and also brings the humor and wit that are so characteristic of our brand. We want to show that, with Havaianas Rock in Rio, fans will be able to live the incredible memories of the festival all year long, just like our namesakes, who are having unforgettable experiences and making history,” explains Juliana Soncini, brand director of Havaianas Brazil.
To start the conversation, the brand made a post on Instagram celebrating the things that only exist in Brazil and that everyone loves. Soon after, it engaged followers on Threads, asking for the Brazilian versions of famous names. Akon Mendes, Cyndi Lauper Araujo and Mariah Carey de Jesus were some of those who interacted with the post by sharing their stories.
On the last day of the festival, Havaianas invited 25 Mariahs to ride a bus that drove around Rio de Janeiro hours before Mariah Carey’s concert. They were all wearing exclusive flip-flops launched by the brand in partnership with Rock in Rio. The action began when some Mariahs commented on social media that they didn’t have tickets to the singer’s concert. Upon discovering the movement, the brand mobilized the “Mariahs Tram”, giving them the opportunity to see for the first time the diva who inspired the choice of their names.
“In Brazil, we have more than four thousand people registered as Mariah Carey, and around two thousand as Katy Perry. Paying homage to an international idol by naming your children after them is a very Brazilian habit. This campaign celebrates what is original to Brazil, like Havaianas,” says Rafael Caldeira, executive creative director and head of innovation at Galeria.ag.
Throughout the event, the Brazilian Mariahs wore uniforms with personalized fan headbands with their full names on their heads and exclusive t-shirts. Rio de Janeiro-based influencer Samantha Alves was also present on the bus that transported the fans. She showed behind the scenes and the Mariahs’ excitement, capturing the joy of the moment in content for social media.
