HAVAIANAS SÃO PAULO FASHION WEEK by CRIACITTA MARKETING CENOGRAFICO for Havaianas

Adsarchive » Design & Branding » Havaianas » HAVAIANAS SÃO PAULO FASHION WEEK

HAVAIANAS SÃO PAULO FASHION WEEK

Pin to Collection
Add a note
Industry Shoes, Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency CRIACITTA MARKETING CENOGRAFICO
Creative Director Wado Gonçalves
Art Director Renato Bicas
Released June 2009

Credits & Description

Category: Other Digital Executions for Advertising and/or Promotion of Brands or Products
Advertiser: SÃO PAULO ALPARGATAS
Product/Service: HAVAIANAS
Agency: CRIACITTA MARKETING CENOGRAFICO
Date of First Appearance: Jun 14 2009 12:00AM
Entrant Company: CRIACITTA MARKETING CENOGRAFICO, São Paulo , BRAZIL
Creative Director: Wado Gonçalves (Criacittá Marketing Cenográfico)
Art Director: Renato Bicas (Criacittá Marketing Cenográfico)
Account Manager: Claudia Salto (Criacittá Marketing Cenográfico)
Account Manager Assistent: Maiume Takeuti (Criacittá Marketing Cenográfico)
Architect: Brayan Breder (Criacittá Marketing Cenográfico)
Production Manager: Rodrigo Ribeiro (Criacittá Marketing Cenográfico)
Production Assitent: Carolina Brandão (Criacittá Marketing Cenográfico)
Adornment Production: Fernando Moreira (Criacittá Marketing Cenográfico)
Planner: Juliana Náday Monteiro (Criacittá Marketing Cenográfico)
Media placement: Digital Installation/ Temporary Exhibition To Promote Brand - São Paulo Fashion Week - 14 June 2009 - 19 June 2009

Describe the challenges and key objectives
- Create an environment as a tool to promote proximity between brand and consumers. - Impact the audience by creating an amazing open space that puts consumers and brand together to generate brand experience, build identity, reveal values and increment sales. - Let the consumer play the main role into the brand experience. - Amaze the audience of a fashion event by transmitting in an innovative way the concepts of the brand. - Promote interaction on a digital basis to let the audience not only create their own Havaianas textures, but also create a new bond with the brand

Describe the brief from the client
- Create a new form of subverting the contact with audience - in an event that has been sponsored by the brand over the years - through a new channel of interaction to promote brand´s values and attributes such as originality, colorful, and democracy.

Describe how you arrived at the final design
1400 pairs of Havaianas formed a large scaled flip flop, in a space of visual metalanguage. We created a new format: an interactive installation in which the public was a participative key element in the creation of visual textures. A democratic and playful action to put consumers and brand together to demonstrate that the brand is not only an object of desire, but represents attitude, lifestyle and trend - values consumers want as guidelines for their lives.

Give some indication of how successful the outcome was in the market
Broken bounds: transcendence in relation to the other lounges of the event. Great participation of the public, creating a more emotional brand contact by the brand experience in the reach of hands.