Love, Loud and Proud
Pride is everyday, and Havaianas wants to walk with the movement beyond one celebratory month. Wanting to champion the LGBTQIA+ community, Havaianas and Varsity created a team that would not only be celebrated in front of the camera, but also behind.
Varsity Co-op needed to create and boost awareness for Havaianas All Love Welcome Pride Month 2021 campaign. We launched the Pride Squad to boost Havaianas and its Pride Month campaign through a cover buy and a shoot created by and starring the chosen influencers. The Havaianas Pride squad shoot was spearheaded by queer creator, BJ Pascual. Representation behind the camera is just as important as representation in front of it—we wanted to create a shoot that would champion members of the LGBTQIA+ community not only as subjects, but also as creators.
The campaign was further brought to life by assets created to engage an audience and sustain the conversation and interest on social media. Our content calendar aimed to entice an audience beyond Havaianas’ current following. Through a Preview cover buy featuring creator-in-spotlight, BJ Pascual, Havaianas’ Pride Month was made even bigger. Front and center, loud and proud. Varsity Co-op produced and conceptualized this shoot to boost awareness for the Havaianas collection and its Pride Month advocacy.
Going even further, we branched out executions to properly introduce our Pride Squad. We amplified their voices and personalities by collaborating on videos that ranged from serious conversations to playful get-to-know-yous. Going beyond traditional formats, the All Love Welcome campaign made sure Pride was everywhere. Havaianas and Pride infiltrate conversations between Korean mukbangs, ML:BB gaming streams, and BTS vlogs.
Wanting to keep promoting allyship, Havaianas set up a Pride Walkway in BGC in October—celebrating the community well outside Pride Month. From rainbow fixtures and colorful walkways, to cozy places to recharge and commune, Varsity Co-op was there to document and promote this step of Havaianas towards continuous support of the LGBTQIA+ community.
Varsity Co-op was focused on keeping videos, social rollouts and the brand organic and joyful throughout the campaign—after all Pride is a celebration of individuals and communities.
