AlmapBBDO for Havaianas (2000/2011) – The most beautiful case history in the world

Few agencies are as consistently brilliant year after year as Marcello Serpa’s Sao Paulo shop, Almap BBDO, whether the job is to make a global brand like Volkwagen a local favorite, or take a local brand like Havaianas global. For the latter, the shop created happy ads in eye-popping colors that capture Brazil’s fun, sunny lifestyle in a flip-flop the Brazilians — and increasingly the rest of the world — will pay a premium for.

Brazilians love their Havaianas flip-flops. And every year, so do more consumers around the world. In a long marketing journey, Havaianas have transformed a commodity that was one step above going barefoot for Brazil’s poor to a chic brand bursting with colorful personality. It didn’t happen overnight. For 30 years, Havaianas came in one style and five colors said Carla Schmitzberger, sandals director at Sao Paulo-based Alpargatas, whose Havaianas brand accounts for about half the company’s sales. “Wealthier people wore them at home, but were emabarassed to wear a poor people’s shoe outside,” she said.

Sales declined for five years until 1993, when the compant started multiplying the colors and styles, and working with the fashion press, models and celebrities to get Havaianas on more upscale feet. That year, Marcello Serpa, as one of Brazil’s top creatives, joined Almap BBDO as a partner and creative director. Havaianas was his first account there, and he has been the mastermind for 17 years of its award-winning advertising in Brazil and now internationally.

Havaianas Surf – WAVES CAMPAIGN


Executive Creative Director: Marcello Serpa
Copywriter: Eugenio Mohallem
Art Director: Marcello Serpa
Year: 200o
Shortlist

Havaianas – FASHION DESIGNERS/FOR WOMEN ONLY


Executive Creative Director: Marcello Serpa
Copywriter: Eugenio Mohallem
Art Director: Marcello Serpa
Year: 2000

Havaianas (the new colours) – THE NEW COLOURS CAMPAIGN


Executive Creative Director: Marcello Serpa
Copywriter: Eugenio Mohallem
Art Director: Marcello Serpa
Year: 2001
Bronze Lion for the campaign

Havaianas – CRYSANTHENUM/TIGER LILY/WHITE LILY


Executive Creative Director: Marcello Serpa
Copywriter: Eugenio Mohallem
Art Director: Marcello Serpa
Year: 2001
Bronze Lion for the campaign

Havaianas Top Sandal – COUPLE/NEW COLOUR/HEART


Executive Creative Director: Marcello Serpa
Copywriter: Cassio Zanatta
Art Director: Marcello Serpa
Year: 2003

Havaianas Style Sandal – THE COLOUR BLIND/CHAMELEON/LOVE IS BLIND/RAINBOW/WOMEN HAVE WON/COLOUR IS MORE VIBRANT


Executive Creative Director: Marcello Serpa
Copywriter: Cassio Zanatta
Art Director: Marcello Serpa
Typographer: Josè Roberto Bezerra/Marcello Serpa
Year: 2003
Bronze Lion for the campaign

Havaianas – FEET CAMPAIGN


Executive Creative Director: Marcello Serpa
Copywriter: Marcello Serpa
Art Director: Marcello Serpa
Typographer: Josè Roberto Bezerra
Year: 2003

Havaianas – WOMEN


Executive Creative Director: Marcello Serpa
Copywriter: Marcello Serpa
Art Director: Marcello Serpa
Typographer: Josè Roberto Bezerra
Year: 2003

Havaianas Slick – FLOWERS CAMPAIGN


Executive Creative Director: Marcello Serpa
Copywriter: Gustavo Sarkis
Art Director: Marcello Serpa
Typographer: Alexandre Ermel
Year: 2005

Havaianas Slick – FOLLOWING COLOURS/FASHION HAS NO RACE/INVENTION OF CONDOM/LAND OF FOOTBALL/TO SEDUCE MEN


Executive Creative Director: Marcello Serpa
Copywriter: Gustavo Sarkis
Art Director: Marcello Serpa
Typographer: Alexandre Ermel
Year: 2005

Havaianas Slick – AFRO/DRAGON HAIR/JAPANESE/SHIVA


Executive Creative Director: Marcello Serpa
Copywriter: Dulcidio Caldeira
Art Director: Cesar Finamori
Typographer: Cesar Finamori
Year: 2005

Havaianas Flash – WHAT IF CAMPAIGN


Executive Creative Director: Marcello Serpa
Copywriter: Cassio Zanatta
Art Director: Marcus Sulzbaker/Danilo Siqueira
Year: 2005

Havaianas Leopard – FASHION DESIGNERS/MEN/AT THE TOP/WOMEN


Executive Creative Director: Marcello Serpa
Copywriter: Gustavo Sarkis
Art Director: Renato fernandez
Typographer: Renato Fernandez
Year: 2006

Havaianas  – WEAPON OF MASS SEDUCTION/BE SAD/IBIZA/FIRST TIME RUBBER POSTCARD/FRENCH/BE STYLISH


Executive Creative Director: Marcello Serpa
Copywriter: Wilson Mateos
Art Director: Marcello Serpa
Typographer: Adhemas Batista
Year: 2006

Havaianas FlipFlops – FLOWERS//SOUTHERN EMISPHERE/SHOES SAY A LOT


Executive Creative Director: Marcello Serpa
Copywriter: Sophie Schoemburg
Art Director: Danilo Boer/Marcos Kotlhar/Marcus Sulzbaker
Typographer: Danilo Boer/Marcos Kotlhar
Year: 2007
Bronze Lion for the campaign

Havaianas Slim – IDEAL FOR SEDUCTION


Executive Creative Director: Marcello Serpa
Copywriter: Renato Simoes
Art Director: Bruno Prosperi
Typographer: Jose Cortizo/Daniel Moreno
Photographer: Fernando Nalon
Year: 2007
Gold Lion for the campaign

Havaianas  – BLUE/LIME/PURPLE/GREEN/ORANGE/RED


Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Copywriters: Tale Bahu
Art Director:Danilo Boer/Marcos Kotlhar
Illustrators: Gelmi Estudio de Arte
Year: 2008
Bronze Lion for the campaign

Havaianas  – FISH/BUTTERFLY/FLOWERS/SUN


Executive Creative Director: Marcello Serpa
Copywriters: Tale Bahu
Art Director:Marcos Kotlhar/Marcello Serpa
Typographer: Pedro Fihlo
Year: 2008
Shortlist

Havaianas  – MANY COLOURS/POST-ITS/METROSEXUALS/BOOB JOB/LOOK DOWN


Executive Creative Director: Marcello Serpa
Copywriters: Renato Simoes
Art Director: Bruno Prosperi
Typographer: Marcos Sachs
Year: 2008

Havaianas Slim – CRANK/PERFUME SPRAY/SHOE/TAXI/BANANA

It has been put together the fact that Havaianas was born in the age of 60’s and that the same age had as many colours as Havaianas does.
The brief was about Havaianas’ anniversary and in the ad, there should be not only a good ad talking about havaianas’ originality, but also the brand’s history. The ad was made based on 60’s drawings and the copywriting was based on Havaianas’ originality. The advertising became a great piece full of colors which has attracted the public who didn’t know how old the brand Havaianas was.
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Copywriter: Sophie Schoenburg
Art Director: Marcello Serpa/Luiz Sanches/Julio Andery
Typographer: Jose Roberto Bezerra
Year: 2010
Bronze Lion for the campaign

Havaianas Top – CONVERTIBLE/PAINTBALL/UNITED NATION


Executive Creative Director: Marcello Serpa
Creative Directors: Luiz Sanches/Dulcídio Caldeira
Art Director: Danilo Boer
Copywriter: Tales Bahu
Illustrators: Gelmi Estudio, M. Sampaio
Year: 2009
Shortlist

Havaianas Nest – ELEPHANT/OWL/GOLDEN BIRD/SILVER BIRD 


Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Copywriters: Gustavo Sarkis, Andre Kassu
Art Director: Marcos Kotlhar
Photographer: Daishi Pais
Illustrators: Manu/Fabio Girardi/Rene Corine/Marcos Kotlhar
Year: 2009
Bronze Lion for the campaign

Havaianas – VISUAL IDENTITY


Describe the challenges and key objectives
The major diversity of pieces, including or not the places where they were published, has a unique image which valorizes the product and builds a colourful, fun, and simple universe that has become the brand’s owner.
Describe the brief from the client
The challenge was to create a new and big campaign, which would put all that Havaianas has got of the best products together, to cause a positive impression in its consumers.
Describe how you arrived at the final design
This is a set of jobs that were executed in the last 12 months to the brand Havaianas, which has resulted in this Design Case. They are executions in different ways and medias that were exposed in Europe, USA and especially in Brazil.
Give some indication of how successful the outcome was in the market
The success is proved by the high measure of relationship of the brand with its consumer, making the product be not only a rubber sandal to be a part of Havaianas. It’s a symbol of the Brazilian spirit, which is translated from Havaianas through its colourful, simplicity, optimism, happiness and good mood.
Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher/Marcello Serpa
Art Director: Marcos Kotlhar/Bruno Prosperi/Danilo Siqueira/Sergio Mugnaini/Danilo Boer/Renato Fernandez
Year: 2009
Gold Lion

Havaianas Original – IPANEMA/BIKINI/BOSSA-NOVA


This poster was made exclusively to run outside of Brazil and it had two basic goals. The first and most important was to promote the Havaianas flip-flop “Original” model, which has remained the same since 1962. The second was to bring an authentic Brazilian spirit, which is the essence of the Havaianas brand, to the rest of the world.
Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Copywriters: Casso Zanatta
Art Director: Marcos Kotlhar
Photographer: Daishi Pais
Year: 2009

Havaianas – HAVAIANAS REAL AD (SUMMER CAMPAIGN)


Describe the challenges and key objectives
How do you claim the summer in a new fresh way and create something that is both unexpected and also shares all of the brands values.
Describe the brief from the client
In summer time, Brazilians rush to the beach. Havaianas, Brazil’s favourite flip-flop, had never done anything specific for the summer and they wanted to claim the summer as the Havaianas season.
Describe how you arrived at the final design
On 6 of the most popular Brazilian beaches we set up, rising from the ground, gigantic, colourful installations that claimed the beach as Havaianas territory and summer as the spirit of Havaianas. From there it was simple, all we did was photograph the sculptures and our Havaianas always summer poster was done.
Give some indication of how successful the outcome was in the market
The response from beachgoers was immediate. Right away people started to interacted with the installations and the campaign spontaneously spread from the beach to social networks such as Twitter, blogs, flickr and youTube.
Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Copywriters: Rynaldo Gondim
Art Director: Marcos Kotlhar
Photographer: Manolo Moran
Year: 2010

Havaianas – HAVAIANAS WORLD CUP


Describe the challenges and key objectives
We decided to approach this on a very basic level, football pride. We wanted people to feel proud supporting their national team with havaianas on their feet. But, how do you do that for 32 different teams, 32 different countries with different languages, different cultures and people?
Describe the brief from the client
2010 is World Cup year and as a product which lives on the feet of brazilians, Havaianas needed to participate in a big way. So, they created Havaianas Teams, a special edition flip-flop line, one for each participating country in the world cup, to be sold all around the world.
Describe how you arrived at the final design
After careful research understanding the symbols, colours, typography and cultural esthetics, we designed 32 individual posters, one for each world cup playing team, always using the havaianas flip-flop in the center. We worked the design to serve as a flag of national pride for each team always paying attention to make them equally powerful and meaningful to each country. After all the posters were ready we organised them according to the world cup, 1st round, matches with date and time to form a giant time table.
Give some indication of how successful the outcome was in the market
The Havaians Teams line was a great success. In Brazil they were sold-out in almost all Havaianas retailers and surprisingly people started to collect models from other countries. spreading the pride sentiment just in time for the 2010 world cup.
Executive Creative Director: Marcello Serpa
Creative Director: Marcus Sulzbacher
Art Director: Marcos Kotlhar
Photographer: Manolo Moran
Year: 2010



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