The Boardwalk Store
Havaianas US
Issue 52 | October 2019
Agency
TBD Advertising
Creative Team
Chief Creative Officer: Rafael Rizuto Copywriter: Sara Uhelski Art Director: Leila Moussaoui Sr Designer: Bruno Menon
Production Team
Executive Producer (TBD): Rob Lee Executive Producer (TBD): Ben Latimer Production Company: Caveat Artist: Buff Monster Stylist/Fashion Consultant: Tara Swennen Director: Kelsey Sante Photographer: Mark Epstein Executive Producer: Joshua Evan Greenberg Producer: Josh Goldberg Associate Producer: Stephanie Lilly Smith Creative Technologist: David Addison Developer: Tajddin "TJ" Maghni Technology Consultant: Ben Priddy Consulting Producer Block Party, Experiential: Matt Walsh Director of Photography: Darren Miller Production Coordinator: Dalton Homolka
Other Credits
CEO: Jordan Warren Senior Account Director: Robert Woods Account Director: Adrian Dagli Engagement Planning Director: Jeff Burger Executive Producers: Rob Lee, Ben Latimer Assistant Account Manager: Salem Weresh Client: Havaianas Executive Director of Digital Channels: Fernanda Romano Chief Marketing Officer: Bárbara Miranda Marketing Director: Tifani Vernon-Yanyali Brand Marketing Manager: Jennifer Houston Sound Production: Jamute Music Producers: James Pinto, Leck Gomes Executive Producer: Alejandro Ramos Lepez Singers: Lino Krizz, Wzy Production Coordinators: Julianna Zuppo, Cassia Garcia Sound Engineer: Rafael Laurenti
Date
June 2019
Background
Havaianas, the famous Brazilian flip-flop brand, needed to raise awareness of their product in the U.S. and showcase how their sandals can be worn not only at the beach, but from day to night.
Idea
To invite everyone to try Havaianas and, literally, step into summer, street artist Buff Monster was listed and a shoppable boardwalk was created in Venice Beach. Using Google Vision A.I. technology, consumers could aim their phone's cameras at the mural's different patterns to shop products with their respective themes. The site not only took them to the point-of-purchase, it also offered styling tips from celebrity stylist Tara Swennen.
Results
The Boardwalk Store occurred on June 28, 2019, and there were no results to share as of August 2019.