We had to show Havaianas as a desirable brand in the fashion world, but also without losing its popular appeal. Not very hard, because it’s true: Havaianas were not among the sponsors of Fashion Week. But they are always seen backstage, since fashion people actually wear them – even without a contract. The campaign took advantage simply by going straight to the point.

We used actual snapshots of models wearing Havaianas backstage on Fashion Weeks to show what fashion people wear when they’re not on the catwalk: Havaianas, of course.

Our target was everyone interested in fashion – as is the target of Fashion Weeks.

The campaign ran on OOH media and social media during Fashion Week, in order to “steal the show”.

The campaign ran in New York, on OOH media, during the exact period of New York Fashion Week, side by side with sponsoring brands. It also went online on instagram and youtube, targeting the same people that had their eyes on the catwalk at NYFW.

Awareness: Havaianas reinforced its image as a fashionable flip flop, getting more attention (and with a lot less investment) than if the brand had actually sponsored NYFW.