To celebrate Havaianas' 50th birthday, we were tasked with developing a national awareness campaign. Using the client's vision of getting the word 'Havaianas' into the dictionary, we developed a campaign to get Australia to support the humble thong brands mission.
A digital campaign launched asking Australians to submit what Havaianas meant to them via a microsite, Facebook app, Twitter or Instagram.
A live, physical installation, replicating the brand's flagship store in Sao Paolo toured major capital cities, where roaming staff with iPads encouraged passers by to support the campaign, and allowing for data capture.
Although the word didn't get into the dictionary, the campaign was highly successful, resulting in 92,676 microsite hits, 9163 entries and 71,000 impressions.