Mariana Valverde
Fotógrafo at AlmapBBDO
São Paulo, Brasil
TituloMade of Brazilian Summer
Agência
Campanha Made of Brazilian Summer
Anunciante Alpargatas
Marca Havaianas
Data da primeira Transmissão/Publicação
Sector Empresarial Calçado Unisexo
Filosofia Havaianas is an iconic brand of Brazilian sandals, sold across the world. And much more than just a pair of sandals, Havaianas, you might say, represent Brazilian summer, with all their colors, style, and comfort. The problem is that the brand isn’t at the same stage all across the world. In some places it’s quite well-known, and in others it still needs to emphasize its benefits more strongly. Some places have plenty of funding for material, others can only do point-of-sale. And to cut back on costs, the aim was to not create campaigns specific to each market, but to come up with a single, all-encompassing campaign to be used across all countries. With that in mind, we decided to illustrate the relationship between Havaianas and summer in Brazil, which is famous the world over. Being as they are, Havaianas are actually made out of the very stuff of that summer: they’re the translation of summer, with their colors, style, and their swing. And to communicate this, we decided to turn the packaging for Havaianas into packaging for everything that makes Brazilian summer what it is – its energy, rhythm, spontaneity, good vibes, friendship, free spirit, etc. And inside each pack, of course, a pair of Havaianas. We created physical versions of the packaging, which were used to sell the products in certain stores and also served as models for the other campaign pieces and in other stunts and activations. Havaianas and Brazilian summer are a perfect match. That’s why it made sense to develop a campaign showing clearly and didactically that Havaianas are made out of everything that represents the season in Brazil. To exemplify this, we used the most powerful qualities that set the essence of Brazilian summer apart –energy, rhythm, spontaneity, good vibes, friendship, free spirit, etc., represented in the form of traditional packaging styles across the world, such as cereal boxes, matchboxes, ice cream cartons, juice cartons, sardine tins, olive oil cans, and instant soup containers. That way, we managed to catch consumers’ eyes and pique the curiosity of Havaianas’ audience – which, to an extent, is everyone. Each packaging style represents one of the essences of Brazilian summer, communicating the idea that Havaianas are made with bits of the season itself. The packaging styles were made to mimic real packaging. The olive oil and sardine styles were done in aluminum, the cereal boxes were done with cardboard, the juice carton was done in Tetra Pak, etc. Moreover, each packaging style blends traditional elements from the design of each product with elements from Brazilian summer that speak to the specific characteristic being highlighted. After the packaging styles were sketched out, artists drew them. Then we tested the best way of printing them, depending on the material. We went about it differently for each country, respecting the brand’s stage in each market. Some stores used the physical packaging to sell products, while others just used it as decoration and other places only put up posters.
Resultado The boxes were an excellent investment for the brand. Since they were attractive, they drew consumers’ attention and helped to communicate the campaign idea in a clear and direct fashion. The structural problem we were facing was also addressed, because the boxes could be used across all markets, regardless of the brand’s stage. In certain countries they were more like decorative objects, while in others they helped to reinforce the brand’s values and increase market desire. This visually striking campaign is completely shareable, which is already being seen on social media as the boxes are being desired, photographed, and posted.
Tipo de Mídia Packaging Design
Head of Client Services
Agency Account Executive
Agency Account Supervisor
Agency Account Director
Agency Account Director
Chief Creative Officer
Director executivo criativo
Creative Director
Creative Director
Creative Director
Creative Director
Creative
Creative
Creative
Creative
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Redator
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Art Buyer
Photography Studio
Photographer
Photographer
Illustration Companie
Illustration Companie
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