Alpargatas Design & Branding SPECIAL COLLECTION by ALMAP BBDO Brazil

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SPECIAL COLLECTION

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Industry Shoes
Media Design & Branding
Market Brazil
Agency ALMAP BBDO Brazil
Director Carla Schmitzberger
Executive Creative Director Marcello Serpa
Creative Director Sergio Mugnaini
Art Director Felipe Hauck Araujo, Fábio Benedetto
Copywriter Luciana Haguiara Almapbbdo
Released April 2011

Credits & Description

Category: Online Digital Design
Advertiser: SAO PAULO ALPARGATAS
Product/Service: HAVAIANAS
Agency: ALMAPBBDO
Date of First Appearance: Apr 28 2011
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
Entry URL: http://www.551121615600.com/awards/2011/specialcollection/eng/
Chief Executive Director: Marcello Serpa (AlmapBBDO)
Executive Creative Director: Marcello Serpa (AlmapBBDO)
Creative Director: Sergio Mugnaini (AlmapBBDO)
Copywriter: Luciana Haguiara (AlmapBBDO)
Art Director: Felipe Hauck Araujo (AlmapBBDO)
Art Director: Fabio Benedetto (AlmapBBDO)
Interaction Designer: Vanessa Marques (AlmapBBDO)
Programmer: Andre Brunetta (On Interactive)
Motion Designer: Ricardo Maximo (RMAX)
Sound Designer: Lucas Lima (B,A, Start!)
Tecnology Director: Joao Lopes (AlmapBBDO)
Account Director: Cristina Chacon (AlmapBBDO)
Director: Carla Schmitzberger (Sao Paulo Alpargadas)
Media placement: Internet - Website - 28, April 2011

Describe the brief from the client
Havaianas created a line of premium flip-flops featuring Swarovski crystals and other delicate pendants. This special collection is hand-made by artisans in a small town in the Brazilian north-eastern region.

Describe how you arrived at the final design
A website for the Havaianas Special Collection was designed, showing how such a democratic product can be so unique and stylish at the same time –through an interactive experience.

In the animation we see the various models of the Havaianas Special Collection being made: hands sew the pendants on to the flip-flops, in a magical, dream-like atmosphere.

The soundtrack, recorded by a live orchestra, combines traditional Brazilian rhythms with an electronic beat, and conducts the narrative in an emotional way.

Give some indication of how successful the outcome was in the market
The original website has been so successful it’ll be translated into several languages for the global audience.