Havaianas Design & Branding HAVAIANAS CLIPPINGS ALMAP BBDO Brazil

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HAVAIANAS CLIPPINGS

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Sector Calzado
Media Design & Branding
Mercado Brasil
Agencia ALMAP BBDO Brazil
Art Director Marcello Serpa
Copywriter Andre Kassu, Marcos Medeiros
Publicado abril 2010

Creditos y descripciones

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
Art Director: Marcello Serpa (AlmapBBDO)
Creative Director and Art Director: Marcus Sulzbacher (AlmapBBDO)
Copywriter: Andre Kassu (AlmapBBDO)
Art Director, Illustrator: Marcos Kotlhar (AlmapBBDO)
Planner: Cintia Gonçalves (AlmapBBDO)
Planner: Sabrina Guzzon (AlmapBBDO)
Planner: Amanda Thomaz (AlmapBBDO)
Media placement: Press - Magazines - 30 April 2010

Describe the challenges and key objectives
Havaianas brand values are closely tied to Brazilian values and their life-style. How do you communicate them to Europeans, with different cultures, different values and still stay away from clichés?

Describe the brief from the client
Havaianas needed to communicate it's brand values to the European market.

Describe how you arrived at the final design
We decided to make colage posters using graphic elements and icons of Brazillian popular culture in an exploding composition. The graphic elements played a significant role in keeping the posters fresh and away from the typical cultural stereotypes.

Give some indication of how successful the outcome was in the market
The posters worked great. even though they were made specifically for the European market, due to it's success, they were used worldwide in over 80 countries where Havaianas is sold.