The campaign was intended to introduce Havaianas to the U.S. in a way that was true to the brand’s personality - one of color, fun, cool design, and the notion that your feet deserve to be let out of their stuffy shoes once in a while and allowed to enjoy life.

Initially, 3 web films were commissioned to run on a website devoted entirely to the notion that “your feet want out.” The films portrayed what your feet might dream about when they fall asleep, which sometimes happens when they’re stuck in constrictive, uncomfortable shoes. Next, we covered five buildings in New York City with huge murals and corresponding thongs to capture, literally, the feeling of Havaianas. Soon afterwards, huge flower-bed installations were planted in the shape of Havaianas flip-flops to promote flower-patterened flip-flops, and get people in the spirit of flip-flop season. Various magazine ads also ran during this time, which were in keeping with the fun and unique nature of the brand.

The flower beds were successful with consumers in that the amount of orders from department stores and boutiques surged during and soon after the campaign had run its course. The client was also very happy with the results and the fact that Havaianas had planted a firm stake in the ground in the U.S. RE: visibility, awareness, and brand recognition.