Havaianas - "Fashion Week: Backstage 1"

AlmapBBDO

AlmapBBDO São Paulo, Brasil

4060

Titulo	Fashion Week: Backstage 1
Agência	AlmapBBDO
Campanha	True Fashion
Anunciante	Alpargatas
Marca	Havaianas
Data da primeira Transmissão/Publicação	2020 / 2
Sector Empresarial	Calçado
Filosofia	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.
Problema	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.
Resultado	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.
Tipo de Mídia	Imprensa e publicações
Comprimento	100 seconds
Director executivo criativo	Ricardo Chester
Director executivo criativo	André Gola
Director executivo criativo	Marcelo Nogueira
Redator	Daniell Rezende
Director criativo	Fernando Duarte
Director criativo	Henrique Del Lama
Planning Supervisor	Aline Martinez y Alonso
Planning Supervisor	Janaina Agostini Lôbo
Director de arte	Breno Ribeiro
Chief Creative Officer	Luiz Sanches
Account Manager	Warley Vieira
Director de contas	Mariana Silveira
Director de contas	Fabíola Loureiro