For the first time this year Havaianas, the iconic Brazilian flip flop, launched an ambitious project to bring a touch of Brazil to 3 destinations around Europe and, at the same time, bring a touch of that local identity to its consumers.
The brand is so often taken on adventures and travels by consumers, a link to this travel market was a natural step for the brand.
What is Local Soul?
The Local Soul project is about giving local artists in 3 locations, Ibiza, Tel Aviv and Mykonos, the chance to use Havaianas as a canvas to showcase their design and inspiration. These specifically designed pairs were then only sold in that destination as a limited edition.
The brand then took over a beach venue in each place for the whole summer to bring a touch of Brazil to the Mediterranean.
Hosting several live music sessions for the public, with head line acts Jonas Blue in Tel Aviv and Rudimental in Mykonos and Ibiza.
All events were free to attend and attendees received Havaianas merchandise and gifts to take home.
By partnering with Calypso beach in Tel Aviv, Paradise Lounge in Mykonos and Santos Suites in Ibiza the brand wanted to form a partnership for the summer with well-known beachside venues who had a music heritage.
The brand created specific video content about each of their artists and the locations as well as the events themselves.
All content was hosted on a specific microsite (www.havaianaslocalsoul.com) and promoted across the brand and partner’s social channels.
To further leverage the project, the brand invited over 50 influencers from all over EMEA to come to one of the locations and enjoy the headline music event.
Their main partner in achieving this project was Global, who developed the strategic concept, helped secure the venues and music talent in each location as well as created all production and managed all staffing and logistics for all headline and takeover events as well as for the summer long partnerships.
The brand plans to continue this project for the following summer. Location TBA.