Havaianas, the Brazilian brand created in 1962, invades the centre of Madrid in 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.

The campaign achieved more than 25 million DOOH impacts in the Gran Vía Circuit, boosting brand awareness and user traffic to its pop up store located in Gran Vía.