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Outdoor
Havaianas: Step Into Summer, 2
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Havaianas is one of the few Brazilian-founded brands to have – if you’ll pardon the pun – a truly global footprint. But despite its popularity on beaches and sidewalks around the world, its reputation in the US is minimal, so Havaianas approached San Francisco agency TBD to boost its brand presence in the country. The result is an AI-enabled art installation / digital store that popped up on LA’s Venice Beach boardwalk. TBD brought on board street artist Buff Monster to create a 100-foot mural covered in rubber material, incorporating Havaianas' vibrant colours and patterns and the artist's penchant for ice cream cones (which were all wearing Havaianas flip-flops). Visitors to the mural were invited to interact with the installation on their mobile devices where tech powered by Google AI guided them through the experience. When guests photographed different areas of the mural they were shown a curated style guide with style tips by celebrity stylist Tara Swennen along with a link to purchase the related flip flops. In addition to social posts by Buff Monster and Tara Swennen, and live coverage of the event by Havaianas and visitors to the activation, a hero video will be created featuring an original song composed for the experience that embodies the essence of Havaianas: happy, summery, joyful, Brazilian.
Bruno Menon, Sr Designer Related |
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