Havaianas: OOH

this is the first global advertising campaign for the “uber” hot Brazilian flip-flop 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 went up in April and 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.