HAVAIANAS PRESENTS ITS SQUARE LINE AT CIRCUITO GRAN VÍA

Havaianas, the Brazilian brand created in 1962, floods the centre of Madrid with summer with an eye-catching campaign in Circuito Gran Vía, which markets Callao City Lights. The aim was to advertise its new Square line, the classic flip-flops with a square toe, in one of the city’s best locations. Under the slogan ‘Our classic, reshaped’, the action includes 3D creativity on the outdoor screens of the Callao Cinemas and several 2D pieces in the Lope de Vega, Coliseum and Rialto theatres.

What looks like a poster of a girl wearing the new flip-flops suddenly falls off the screen to give way to a Havaianas Square that gives the sensation, thanks to the 3D effect, of protruding from the support and turning on itself. The campaign creatives displayed on the screens in the theatres show the model wearing the new flip-flops combined with different outfits.

A riot of colour on Gran Vía

“The reason we chose Gran Via/Callao is because it is one of the most iconic areas in Madrid. In addition, we have partnered with WOW Concept Lifestyle Store to launch a pop-up putting our iconic ‘Havaianas Rainbow’ in the centre of the space. This activation is connected to our campaign on Circuito Gran Via, the city’s highest impact screens. Of course, to create a 360º action, our Havaianas shop is located just around the corner,” says Nol Gerritse, Head of Marketing and Product EAA (Europe, APAC and Africa) at Havaianas.