HAVAIANAS WORLD CUP by ALMAP BBDO Brazil for Havaianas

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HAVAIANAS WORLD CUP

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Industry Shoes
Media Design & Branding
Market Brazil
Agency ALMAP BBDO Brazil
Art Director Marcello Serpa, Marcus Sulzbacher, Pedro Filho, Marcos Kotlhar
Account Supervisor Cristina Chacon
Released April 2010

Credits & Description

Category: Posters
Advertiser: SÃO PAULO ALPARGATAS
Product/Service: HAVAIANAS
Agency: ALMAPBBDO
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
Executive Creative Director: Marcello Serpa (AlmapBBDO)
Creative Director: Marcus Sulzbacher (AlmapBBDO)
Art Director: Marcos Kotlhar (AlmapBBDO)
Planner: Cintia Gonçalves (AlmapBBDO)
Planner: Sabrina Guzzon (AlmapBBDO)
Planner: Amanda Thomaz (AlmapBBDO)
Art Director: Pedro Filho (AlmapBBDO)
Art Director: Marcus Sulzbacher (AlmapBBDO)
Art Director: Marcello Serpa (AlmapBBDO)
Advertiser's Supervisors: Carla Schmitzberger (AlmapBBDO)
Advertiser's Supervisors: Rui Porto (AlmapBBDO)
Advertiser's Supervisors: Christina Assumpção (AlmapBBDO)
Advertiser's Supervisors: Eliana Vilches (AlmapBBDO)
Account Supervisor: Cristina Chacon (AlmapBBDO)
Media placement: Magazine - Magazines - 30 April 2010

Describe the challenges and key objectives
We decided to approach this on a very basic level, football pride. To make people feel proud supporting their national team with havaianas on their feet. But, how do you do that for 32 different teams, 32 different countries with different languages, different cultures and people?

Describe the brief from the client
2010 is World Cup year and as a product which lives on the feet of Brazilians Havaianas needed to participate in a big way. So, they created Havaianas Teams, a special edition flip-flop line, one for each participating country in the world cup, to be sold all around the world.

Describe how you arrived at the final design
After careful research understanding the symbols, colors, typography and cultural esthetics, we designed 32 individual posters, one for each world cup playing team, always using the havaianas flip-flop in the centre. We worked the design to serve as a flag of national pride for each team always paying attention to make them equally powerful and meaningful to each country. After all the posters were ready we organised them according to the world cup, 1st round, matches with date and time to form a giant time table.

Give some indication of how successful the outcome was in the market
The Havaians Teams line was a great success. In Brazil they were sold-out in almost all Havaianas retailers and surprisingly people started to collect models from other countries. spreading the pride sentiment just in time for the 2010 world cup.