Walking on Sunshine
With the world slowly emerging from what seemed like endless days of lockdown and easing into a new normal, Havaianas wanted to empower its audience to step out into the post pandemic world daringly and boldly, thus, the brand needed a persona and a story that was just as daring and bold for their newest campaign.
Enter Varsity. Tapped to create a campaign and tell a story that centered around Havaianas’ chosen ambassador, Heart Evangelista and its brand essence, we created a campaign that exuded the brand’s message, Havaianas exists to set you free. The campaign revolved around the big idea, Take a walk on the _____ side of life, with the open slant demonstrating how creativity runs free with the perfect Havaianas pair being with you on your next adventure as you step out into the sun.
Varsity Co-op produced and conceptualized the campaign’s creative direction that consisted of two shoots that revolved on a candid, personal, and bright feel. At the center of it all was Heart Evangelista’s bright disposition and bold sense of style as well—completely in-sync with Havaianas’ brand spirit which is just as vivid and vibrant. We wanted to show Heart in her element as she immersed herself in her various passions: fashion, art, and traveling.
The shoot highlighted Heart in different sets that completed the open slant of the big idea with adjectives relating back to the environment she was photographed in. These were also reflected in the copywriting and graphic captions for the social media content as well as multiple OOH placements in select retail stores carrying the brand Havaianas.
Varsity Co-op provided the strategy of the launch of the campaign on Havaianas’ social media platforms by coming up with content executions focusing on their Instagram platform. These executions put the spotlight on Heart as she brought her pair of choice with her on her adventures. From teasing Heart joining the Havaianas’ squad to reels of her doing fun online TikTok trends and fashion editorial-esque stills, we wanted our content to be just as colorful and playful as the messaging of the campaign. So whether it be fashion week in Paris or regular daily schedules around the Metro, we showed the audience that they too can step out into their next adventure with the perfect pair of Havaianas.
The campaign was expanded even further with Varsity Co-op handling its digital publishing and assisted in producing the shoot for the digital cover of Preview that put the spotlight on Heart as the newest member of the Havaianas squad. This shoot showed Heart in her most colorful self as she stood against the backdrop of urban Manila in vintage sepia; embracing both the modernity and timelessness that Heart herself embodies, and the adventures she is able to take with her Havaianas pair.
Varsity Co-op ensured that Havaianas was able to convey to its audience in this campaign that stepping out into their next adventure can be like taking a walk on the fun side of life.