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07.02.07
Havaianas outdoor/print campaign
Out-of-Home Ads, Consumer
The goal of this global advertising campaign for the uber-hot Brazilian flip-flop brand Havaianas (which launched mid-May) was to communicate the characteristics of the fun, colorful and passionate brand. To kick off the campaign and generate buzz, ad agency BBDO New York commissioned building-sized murals at key locations around New York City (similar guerilla efforts are planned for the LA and Miami markets). Giant, 3-D rubber “thongs” (yes, they call them thongs) and corresponding white outlines were placed over the murals to, quite literally, capture their colorful spirit. Corresponding print ads play up the color aspect and carry over much of the look-and-feel of the existing print already prevalent in Brazil. Since the mural's launch, there's been talk about creating limited-edition flip-flop designs based on the mural art. In a sense, life really does imitate art.
James Clunie/Chuck Tso, art directors;
David Lubars/Bill Bruce, chief creative officers;
Billy Siegrist, photographer;
Mcfaul, artist/illustrator;
Steve Lakeman, retoucher;
Bronwen Gilbert, art producer/art buyer;
BBDO New York/Almap BBDO, Sao Paulo, Brazil (print), ad agencies;
Havaianas, client.
www.bbdo.comwww.havaianas.com