In 2023, Havaianas, the world's most iconic flip flop brand, was launching their slides collection. The problem: it was almost 3 years later than the slides' boom. All the most hyped celebrities already had their favorite slides to advocate for.

Havaianas asked for a global campaign visually impactful and fresh enough to bring attention to the late launch of their slides, generating awareness and sales.

The production budget for the whole campaign was US$1.5M, to run in 4 continents including

France, England, Bolivia, Argentina, Indonesia, New Zealand and Thailand. All them with their own media budget definitions.

Havaianas is Brazil's and the world's most iconic flip flop brand. But this time, we were not selling flip flops.

We were launching our slides collection. And we were doing it 3 years after the slides boom. All the most hyped celebrities already had their favorite slides to advocate for. We were both underdogs and the late comers.

So, how to introduce Havaianas slides to a global young audience without going unnoticed?

By rethinking everything people know about the brand. By going wild.

So, we unleashed the wild side of Havaianas. Since we hadn't global human celebrities to use, we opted for turning the wildest animals into our models. Each one of them was inspired by the personality of a different human celebrity.

We unleashed the wild side of Havaianas by reimagining every code of the brand's identity.

Since we hadn't any global human celebrity to use, our models were the wildest and most stylish bears, lions, hyenas, jaguars and venomous frogs. All of them inspired by the personality of the same human celebrities we couldn't use.

After 6 months crafting the animals, we made a fashion shooting of them, along with wild stories' short films.

To compose even more our wild atmosphere we made a custom-made typeface designed from the perfection of Havaianas geometric type. The alphabet had a specific set of characters varied within a range of wildness. We also created custom-made graphic animal illustrations made from the pattern of the slides.

The result was unfolded into billboards, posters, films, social media, retail, branded content, press kits and even 3D digital billboards around the world.

The campaign successfully raised awareness about Havaianas in 7 countries and 4 continents without the need for local shooting by using 3D animals as actors. It positioned the brand in a new fashion spot, which was needed for its refresh. The campaign's visual renovation of Havaianas stores resulted in a peak in-store traffic that had never been seen before, enhancing the shopping experience for customers, and resulting in a sellout in just 2 weeks.

+90% positive sentiment

5 MM global impressions

One of the 10 best slides brands, according to chatGPT. (ahead of Birkenstock)