Campaign includes two films, created by AlmapBBDO, OOH media, social networks and influencer marketing, designed by Galeria.ag
Havaianas launched a brand movement to invite Brazilians to experience a mental state of lightness, joy and relaxation through a campaign starring actress Paolla Oliveira and singer Diogo Nogueira, as well as OOH media, digital media on the brand’s social networks and influencer marketing.
With the slogan “Take your feet off, go with Havaianas”, the objective is for people to be able to experience small moments of essential pause to balance the rush and hustle and bustle of their routine, marking a new creative phase with a focus on summer. “The actions that begin now mark more than just a campaign. This is the beginning of a new moment for Havaianas, reinforcing its aspirational power in people’s lives”, says Maria Fernanda Albuquerque, global VP of marketing at Havaianas.
The campaign features two films, created by AlmapBBDO and produced by Boiler Filmes and Zanzar, which will be shown on television. The play starring Paolla shows the actress in a dressing room preparing for a recording and, when she puts on her Havaianas, she experiences a moment of pause, mentally teleporting to a beach where she meets Diogo, her boyfriend. The scene takes on a comical tone when a producer interrupts it and Paolla makes the woman try Havaianas to live the experience too. When teleporting to the same place, the producer plays with the singer, making Paolla jealous and creating a funny situation.
In the film that features Diogo Nogueira, two sound technicians try on one of the singer’s slippers to be teleported to a barbecue at his house. With a touch of humor, they have different experiences: while one of them finds himself alongside Diogo and his friends, the other meets actress Paolla Oliveira.
In addition to TV films, the “Tira o pé, vai de Havaianas” movement includes a robust media plan, with OOH in strategic locations such as subway stations and airports in São Paulo and Rio de Janeiro, as well as digital media on social networks and influencer marketing, designed by Galeria.ag, with influencers such as Sabrina Sato, Samanta Alves and Thalita and Gabriela Zukeram – known as Two Lost Kids -, who will make a series of content for the brand’s social networks, interacting with the public on streets.
