AlmapBBDO & Alpargatas For Havaianas
Award: Collaborative Pencil
Collaborative Pencil / Collaborative / Advertising Agency / 2021
Originally, all Havaianas featured white insoles with coloured outsoles and straps. Because of their simplicity and low price, the flip-flops became popular among Brazil's lowest social classes. But in 1994, with a push from AlmapBBDO, the brand started producing colourful flip-flops, initially in solid designer colours and eventually with patterns and illustrations – a great number of which were designed by the agency. In 1998 the communication campaigns went worldwide, making Havaianas a global brand that embodied Brazil's fun, vibrant and spontaneous way of life.
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