The Havaianas Campaign

To generate buzz for the US launch of Havaianas flip-flops, building-sized murals were commissioned at multiple locations around New York City. Giant 3D rubber thongs and corresponding white outlines were then placed over them to, quite literally, capture the spirit of the colourful Brazilian brand. Also, promotional limited-edition Havaianas, based on the mural art, were distributed to dealers prior to the summer season.