Havaianas Hot Summer Nites
Lizzy Pollott, Matt Spector and Jennifer Ekeleme
Brand owner: Alpargatas USA
Country: The United States
With big players jostling for their own share of the US flip-flop market, Brazilian-born brand Havaianas needed to differentiate itself to create awareness – and drive sales – in the US.
The Brazilian brand's heritage and affordable style meant it could make fashion available to the masses – Havaianas needed to take this ownable territory and then build an emotional connection with fans. With summer 2012 approaching, a campaign needed to spark excitement and engagement around the brand's peak sales season. The challenge was seamlessly uniting the worlds of social and summer to attract new fans to the brand and continue to inspire existing ones.