Havaianas Campaign Reinforces Links of Colour and Positivity with the Heart of Brazilians

More colourful days are coming. If the universe draws energy, think of how much good energy can be found in a pair of Havaianas. Whether at a dance, at the beach, playing out in the rain, in touch with nature. It is always with us in the good times: that is why it stands for positivity. Out of this concept, in its new campaign, Havaianas points out to the good things it stands for and to the happy moments we live when we give a loved one a gift or when we have Havaianas on our feet.

The campaign comprises a number of actions, among which a one-minute film, also produced for TV, which translates the concept. “The campaign conveys the essence of Havaianas as being a magnet of positivity for the good times we experience. We know people could do with some positivity lately and this is what we set out to do here: offer some positive thinking through the colors that each of us represents while wearing our beloved Havaianas”, says Mariana Rhormens, marketing and communications head at Havaianas Brasil.   

Project leader AlmapBBDO’s creative duo, Fernando Duarte and Henrique Del Lama, explain that Havaianas is part and parcel of some of our most high-spirited moments and therefore a symbol of joy. “Positive energy is just what the world needs now. This is what the new campaign is all about. We’re bringing back the good moments to show the positivity that the brand’s flip flops stand for”, says Fernando.  

Besides that, Havaianas has colour. And colour carries meaning. “So the campaign also reaches out for positive feelings and all positive energy inherent in each color, a haunting element in our campaign”, says Del Lama. For example: orange is cheerfulness, red is passion, black is power, yellow is optimism, lilac is wisdom, white is peace.  

For the campaign film, at each scene and color change, an illustration was designed to pass on the good vibrations being represented and this was made possible with the work of guest artists from the most varied range of styles and backgrounds. Each has created, out of their own individual styles, representations of the Havaianas taking in the positive energy of a given moment. The guest artists included: Niege Borges, Fiedler, Cris Fora de Compasso, Pedro, Pastel & Besouro, Camila Rosa, Herbbbbie, and Fernando Molina. Some of their art works have been picked out to feature in digital pieces, within a wide range of formats, and in static pieces, such as posts and OOH media.