It's impossible to talk about the mood of Brazilian summer without talking about Havaianas. As spokes-footwear for this vibrant, joyous essence across the world, the most famous sandals on the planet have taken things a step further in this year's global campaign.
To translate the Brazilian spirit across a number of cultures spread over the five continents, Havaianas decided to go beyond images or words – they invented their own alphabet!
Created by AlmapBBDO, "The Alphabet of Summer" invites the public to feel this Brazilian essence – easygoing, sociable and cheery – by wearing Havaianas and feeling the vibe, all under the concept "Let's Summer."
Here, each letter of the Havaianas alphabet represents one of the elements that characterizes Brazilian summer – "E" for energy, "M" for music and "O" for original, for example. Each letter also features its own font and visual resources that help to capture the spirit of each.
The letters can appear on their own, or as part of words. They're also used to create phrases with messages that reinforce Havaianas' invitation to enjoy the spirit that makes summer what it is.
The "The Alphabet of Summer" will be used in Havaianas stores across 121 different countries, seen in display windows, at point-of-sale material and on the products themselves. Ads, displays, billboards, digital pieces and social media strategy will also use the brand's alphabet.
Executive Creative Director:Bruno Prosperi
Creative Directors:André Gola, Keka Morelle, Marcelo Nogueira, Pernil
Creatives:Daniel Chagas Martins, Daniel Oksenberg, Pedro Corbett, Pedro Reis, Rafael de Miranda, Vitor Rolim
Illustration:Estudiorama, Le Cardenuto, Felipe Seixas
Art Buyer:Tereza Setti e Maryana Orru
Client Services:Cristina Chacon, Flavia Fusco, Fabíola Loureiro, Illana Roque, Raquel Lima, Natasha Kubota
Planning:Sergio Katz, Vanessa Sakamoto, Beatriz Scheuer, Luis Fernando Machado, Yuri Abduch
Media:Carla Durighetto, Paula Kosugi
Approval:Carla Schmitzberger, Rui Porto, Eliana Vilches, Barbara Miranda, Bruno Montejorge, Maria Fernanda Candeloro