Colourful Days
Alpargatas
Issue 58 | March 2021
Agency
AlmapBBDO
Creative Team
Chief Creative Officer Luiz Sanches Executive Creative Director Ricardo Chester Creative Directors Fernando Duarte, Henrique Del Lama Art Director Breno Ribeiro Copwriter Daniell Rezende
Production Team
Producers Vera Jacinto, Diego Villas Bôas, Aline Silva Production Company Stink Films Illustration Niege Borges, Herbie Loureiro, Camila Rosa, Fiedler, Pedro Pastel & Besouro, Fernando Molina, Cristiano Onofre “Fora de Compasso” Cel
Other Credits
Account Team Mariana Silveira, Warley Vieira, Mayara Cortez, Milena Ferezim, Cairo Ribas Planning João Gabriel Fernandes, Mariana Corradi, Janaína Agostini Digital Strategist, Content Patrícia Colombo Client Approval Fernanda Romano, Fábio Leite, Mariana Rhormens, Juliana Spina, Matheus Gonzalez, Liliam Rodrigues Siqueira
Date
August 2020
Background
Brazil was having a tough time in 2020 with the coronavirus pandemic, but its homegrown flip flop brand Havaianas wanted to help people think ahead to “more colourful days to come.”
Idea
TV spots, posters and digital ads asked Brazilians to consider: “if everything in the universe attracts energy, just think of all the good energy Havaianas have.” Colourful artwork reminded people that good moments such as samba, football, the beach and sun would return in time.
Results
Havaianas more than tripled its sales goals.
Also, its image as a love brand associated with good vibes was enhanced.
Our Thoughts
These ads are glorious little explosions of colour in digital media. Here in the Southeast of England, in Tier Three of lockdown, on a wet afternoon with snow forecast for later, this campaign has brought an anticipation of summer ahead.
You can’t help but look at it and smile.