2020 was the year of "no." People were unable to leave their houses. The LBTQIA+ Pride Parade in São Paulo, the largest in the world, did not happen. At the same time, Havaianas was gearing up to launch its new Pride collection while honoring a series of inclusive initiatives, ranging from the elimination of gender classification for its products and an expanded size grid. So in addition to celebrating Pride Day with the community, we designed “All Love Welcome” as an experience that reinforces the brand’s commitment to inclusivity and supports the idea that Pride isn’t a day – it’s a lifetime.

2020 was the year of "no." People were unable to leave their houses. The LGBTQIA+ Pride Parade in São Paulo, the largest in the world, did not happen. But Havaianas still let LGBTQIA + couples say "yes" for love and pride.

Before Pride Day, Havaianas signed commitments to the LGBTQIA+ community and took measures for a more inclusive platform. This included expanding its size grid and eliminating the gender classification of its products. “All Love Welcome” supports the idea that Pride isn’t a day – it’s a lifetime. To drive awareness of the new Havaianas Pride collection, we worked with the brand to host three wedding ceremonies via Zoom, supporting couples of all kinds and delivering on the promise that Havaianas is for everyone.

While the LGBTQIA+ community extends across borders and generations, we focused our strategy around Gen Z. In addition to being one of the key audiences for Havaianas’ business, they are also the most gender-fluid generation, eschewing the very labels that Havaianas sought to eliminate with its Havaianas Pride collection. The audience also inspired our approach; rather than rely on a classic advertising campaign, we focused our efforts on social content as well as an entertaining digital activation that would feed the feeds and give LGBTQIA+ youth something to talk about. The couples featured in the ceremonies served as micro-influencers within their immediate social circles, while major digital influencers were also invited to amplify the activation further.

We performed three weddings in a ceremony via Zoom, complete with three couples saying “Yes” to love, featuring both their guests and even serenades from a singer. While the Zoom ceremonies were the centerpiece of the celebrations, support for the LGBTQIA+ community extended well beyond the conferencing platform. Throughout Havaianas’ social networks, we told the story of each couple through exclusive, fit-for-format content. We also invited influencers in the community to join us in celebrating love together by posting photos and videos featuring the new collection. The campaign brought in impressive results, having the highest ROAS (Return On Advertising Spend) per day historically for the brand: 2.057.592 views. The Collection sold out in less than 3 days.

The campaign has brought impressive results, having reached the highest ROAS (Return On Advertising Spend) per day historically for the brand.

- Awaress: 2.057.592 views.

- 105k engagement.

- +50% positive impressions

- The Collection was sold out in less than three days.