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Top 6: July 24th 2019
Interactive

Havaianas: Step Into Summer, 1

Top 6: July 24th 2019
Havaianas is one of the few Brazilian-founded brands to have - if you'll pardon the pun - a truly global footprint. But despite its popularity on beaches and sidewalks around the world, its reputation in the US is minimal, so Havaianas approached San Francisco agency TBD to boost its brand presence in the country. The result is an AI-enabled art installation / digital store that popped up on LA’s Venice Beach boardwalk. TBD brought on board street artist Buff Monster to create a 100-foot mural covered in rubber material, incorporating Havaianas' vibrant colours and patterns and the artist's penchant for ice cream cones (which were all wearing Havaianas flip-flops). Visitors to the mural were invited to interact with the installation on their mobile devices where tech powered by Google AI guided them through the experience. When guests photographed different areas of the mural they were shown a curated style guide with style tips by celebrity stylist Tara Swennen along with a link to purchase the related flip flops. In addition to social posts by Buff Monster and Tara Swennen, and live coverage of the event by Havaianas and visitors to the activation, a hero video will be created featuring an original song composed for the experience that embodies the essence of Havaianas: happy, summery, joyful, Brazilian.
Credits Other credits

Bruno Menon, Sr Designer

Robert Woods, Senior Account Director

Adrian Dagli, Account Director

Jeff Burger, Engagement Planning Director

Salem Weresh, Assistant Account Manager

Artist: Buff Monster

Stylist/Fashion Consultant: Tara Sweenen

Associate Producer: Stephanie Lilly Smith

Creative Technologist: David Addison

Developer: Tajddin "TJ" Maghni

Technology consultant: Ben Priddy

Consulting Producer: Matt Walsh

Experiential: Block Party

Production Coordinator: Dalton Homolka

Sound Production:​ ​Jamute

Music Producers: James Pinto, Leck Gomes

Executive Producer: Alejandro Ramos Lepez

Singers: Lino Krizz, Wzy

Production coordinator: Julianna Zuppo and Cassia Garcia

Sound Engineer: Rafael Laurenti

Client

Fernanda Romano, Executive Director of Digital Channels

Bárbara Miranda, Chief Marketing Officer

Tifani Vernon-Yanyali, Marketing Director

Jennifer Houston, Brand Marketing Manager

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