Alpargatas
Client: Alpargatas
Product: Havaianas
Title: True Fashion
Media: New York Fashion Week, OOH, Print Ads & Facebook
Country: Brasil
Date Of Campaign: 6th Feb, 2020 to April 28th, 2021
Background: We had to show Havaianas as a desirable brand in the fashion world, but also without losing its popular appeal. Not very hard, because it’s true: Havaianas were not among the sponsors of Fashion Week. But they are always seen backstage, since fashion people actually wear them –even without a contract. The campaign took advantage simply by going straight to the point.
Idea: We used actual snapshots of models wearing Havaianas backstage on Fashion Weeks to show what fashion people wear when they’re not on the catwalk: Havaianas, of course.
Results: Awareness: Havaianas reinforced its image as a fashionable flip flop, getting more attention (and with a lot less investment) than if the brand had actually sponsored NYFW.
Traditional media
Gold
Silver
![](https://assets.caples.org/2021-judgingfiles/1512t.jpg)
![](https://assets.caples.org/2021-judgingfiles/1795t.jpg)
![](https://assets.caples.org/2021-judgingfiles/1828t.jpg)
![](https://assets.caples.org/2021-judgingfiles/16t.jpg)
![](https://assets.caples.org/2021-judgingfiles/2639t.jpg)
![](https://assets.caples.org/2021-judgingfiles/2736t.jpg)
![](https://assets.caples.org/2021-judgingfiles/t.jpg)
![](https://assets.caples.org/2021-judgingfiles/1611t.jpg)
Bronze
![](https://assets.caples.org/2021-judgingfiles/898t.jpg)
![](https://assets.caples.org/2021-judgingfiles/1015t.jpg)
![](https://assets.caples.org/2021-judgingfiles/1816t.jpg)
![](https://assets.caples.org/2021-judgingfiles/1590t.jpg)
![](https://assets.caples.org/2021-judgingfiles/3829t.jpg)
![](https://assets.caples.org/2021-judgingfiles/1043t.jpg)
![](https://assets.caples.org/2021-judgingfiles/2932t.jpg)
![](https://assets.caples.org/2021-judgingfiles/1868t.jpg)