Havaianas Print, Outdoor Cup by ALMAP BBDO Brazil

Cup

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Industry Shoes
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles
Market Brazil
Agency ALMAP BBDO Brazil
Chief Creative Officer Luiz Sanches Jr.
Creative Director Benjamin Yung Jr., Marcelo Nogueira, André Gola, Pernil, Bruno Prosperi
Art Director Keka Morelle, Felipe Antonioli
Copywriter Daniel Oksenberg, Pedro Corbett
Released August 2016

Awards

Cannes Lions 2017
Print And Publishing Print & Publishing Craft: Art Direction Gold Lion Campaign
Print And Publishing Print: Clothing, Footwear & Accessories Gold Lion Campaign
Outdoor Poster Craft: Art Direction Silver Lion Campaign

Credits & Description

Campaña/Title: Made Of Brazilian Summer - Part 2
Title: Cup
Agency: Almapbbdo
Brand: Alpargatas
Country: Brazil
Entrant Company: Almapbbdo, São Paulo
Advertising Agency: Almapbbdo, São Paulo
Media Agency: Almapbbdo, São Paulo
Production Company: Almapbbdo, São Paulo / Gelmi Estúdio De Arte, São Paulo / Motor Niveo, São Paulo / Black Madre, São Paulo
Partner/Chief Creative Officer: Luiz Sanches (Almapbbdo)
Creative Director: Bruno Prosperi (Almapbbdo)
Creative Director: Andre Gola (Almapbbdo)
Creative Director: Benjamin Yung Jr. (Almapbbdo)
Creative Director: Marcelo Nogueira (Almapbbdo)
Creative Director: Pernil (Almapbbdo)
Copywriter: Daniel Oksenberg (Almapbbdo)
Art Director: Keka Morelle (Almapbbdo)
Art Director: Felipe Antonioli (Almapbbdo)
Copywriter: Pedro Corbett (Almapbbdo)
Photographer: Mariana Valverde (Almapbbdo)
Art Buyer: Teresa Setti (Almapbbdo)
Art Buyer: Ana Cecilia Costa (Almapbbdo)
Illustrator: Adelmo Barreira (Adelmo Art)
Illustrator And Typography: Motor Niveo (Motor Niveo)
Illustrator: Black Madre Atelier (Black Madre Atelier)
Illustrator: Gelmi Estúdio De Arte (Gelmi Estúdio De Arte)
Photographer: Alê Catan (Estúdio Alê Catan)
Accounts Vice President: Cristina Chacon (Almapbbdo)
Account Director: Flavia Fusco (Almapbbdo)
Account Supervisor: Italo Vetorazzo (Almapbbdo)
Account Executive: Sâmia Reiter (Almapbbdo)
Planning Vice President: Sergio Katz (Almapbbdo)
Planning Director: Vanessa Sakamoto (Almapbbdo)
Media Vice President: Luis Flavio Padilha (Almapbbdo)
Director Of Sandals: Carla Schmitzberger (Alpargatas)
Entry Summary:
Havaianas are the best translation of Brazilian summer. To show that, we decided to transform Havaianas packaging into packaging for the best that summer in Brazil has to offer – joy, energy, rhythm, etc.
Havaianas is an iconic brand of Brazilian sandals, sold across the world. And much more than just a pair of sandals, Havaianas, you might say, represent Brazilian summer, with all their colors, style, and comfort. The problem is that the brand isn’t at the same stage all across the world. In some places it’s quite well-known, and in others it still needs to emphasize its benefits more strongly. Some places have plenty of funding for material, others can only do point-of-sale. And to cut back on costs, the aim was to not create campaigns specific to each market, but to come up with a single, all-encompassing campaign to be used across all countries. With that in mind, we decided to illustrate the relationship between Havaianas and summer in Brazil, which is famous the world over. Being as they are, Havaianas are actually made out of the very stuff of that summer: they’re the translation of summer, with their colors, style, and their swing. And to communicate this, we decided to turn the packaging for Havaianas into packaging for everything that makes Brazilian summer what it is – its energy, rhythm, spontaneity, good vibes, friendship, free spirit, etc. And inside each pack, of course, a pair of Havaianas. We created these physical packaging styles and then photographed them, showing the Havaianas coming out of the packaging that illustrates the best of Brazilian summer.