As way of background, this is the first global advertising campaign for the “uber” hot Brazilian flip-flop brand.

The campaign also heralds a new business model and vision for the brand and its parent company, Alpargatas. They have established their first subsidiary outside of Brazil, installing a U.S.-based president and management team in New York City to create and drive a new business model. Soon this will be joined by divisions in Europe and Asia. An integral part of their growth plan is the national advertising and marketing work from BBDO New York. The goal of this campaign (which debuted late April and launched in mid-May) is to communicate the fun, colorful and passionate aspects inherent in the Brazilian brand.



To kick off the campaign and generate buzz, BBDO New York commissioned building-size murals at multiple locations around New York City such as the corners of 6th and Grand, Prince and Mulberry, West Broadway and Canal, and Bowery and Broome. Giant, 3-D rubber "thongs" (they actually call them "thongs") and corresponding white outlines were then placed over these murals to, quite literally, capture the spirit of the colorful Brazilian brand. In fact, there’s even been talk about creating limited-edition flip-flop designs based on this mural art. So, in a sense, life really does imitate art (Note: similar guerilla efforts are planned for the LA and Miami markets). These murals will remain posted through the end of May.



In addition, there will be print ads that play up the color aspect and carry over much of the look and feel of the existing print already prevalent in Brazil (that was created by our Brazilian agency, Almap BBDO). The ads will premier in June magazines, on sale the middle of May.



Beyond this, we have created an online experience comprised of a series of animated films that reveal what really happens when feet fall asleep. These films were commissioned by emerging artists who each "competed" for the opportunity to create their own film. Additionally, there will be a traveling “flip-flop” history/Brazilian immersive experience which will make its debut in June at the Time Warner center



Here’s a little history on the brand in case you need it:



The Havaianas brand first came on the Brazilian scene in 1965 as the exclusive footwear of the working class. Inexpensive and reliable, it was ideal for the housekeeper, the shop steward, and the dockworker. But it wasn’t until 1994 that Alpargatas decided to market the sandals to the upper classes. Like blue jeans, which were once the province of miners and other laborers, Havaianas have evolved into high fashion. An emphasis on color, design, and comfort have put them on the “must list” of celebrities, international travelers, and the youthful and trendy.