HAVAIANAS BOX by ALMAP BBDO Brazil for Havaianas

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HAVAIANAS BOX

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Industry Shoes
Media Direct marketing
Market Brazil
Agency ALMAP BBDO Brazil
Executive Creative Director Marcello Serpa
Creative Director Marcus Sulzbacher
Art Director Marcos Kotlhar
Typographer Jose Roberto Bezerra
Illustrator Eric Benitez, Pedro Filho
Released April 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: SÃO PAULO ALPARGATAS
Product/Service: HAVAIANAS FOOTWEAR
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)
Illustrator: Pedro Filho (AlmapBBDO)
Illustrator: Eric benitez (AlmapBBDO)
Planner: Cintia Gonçalves (AlmapBBDO)
Planner: Sabrina Guzzon (AlmapBBDO)
Planner: Amanda Thomaz (AlmapBBDO)
Typographer: Jose Roberto Bezerra (AlmapBBDO)
Media placement: Direct - Havaianas Stores - 30 April 2010

Describe the brief/objective of the direct campaign.
Havaianas has built its brand name on selling their world famous flip-flops. Now they were extending their product line by launching a new family of sneakers. How do you charge these new products with the same Havaianas spirit found on their flip-flops?

Explain why the creative execution was relevant to the product or service.
We came up with a box that is ordinary on the outside but once opened it reveals a powerful image which immediately expresses the Havaianas spirit and in the centre, where one might expect a flip-flop, was the new pair of sneakers. The box is also functional. We devised a system that secures the product in place and can withstand typical international courier handling without loosing it's place.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to create an impact and leave no question that this was a real Havaianas product. The box was mailed out to several sports shops.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
With this box we created both a great teaser for the launch of this new product line and the identification with the core brand values was immediate.