ALMAPBBDO, Sao Paulo / ALPARGATAS / 2017
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.
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.
The posters 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 posters could be used across all markets, regardless of the brand’s stage. In certain countries they were more decorative, 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 posters are being photographed and posted.