THE BRIEF
Use cool technology to create an experience that features the patterns in our summer release of Havaianas. We also need fun lifestyle images & a campaign microsite while you’re at it.
THE WORK
In order to drive awareness and create a more significant cultural moment for the activation, we brokered a deal with world famous street artist, Buff Monster, to design a custom sidewalk mural featuring his trademark characters. His fun and recognizable characters were a perfect pairing for the brands bright and energetic patterns.
We leveraged the latest release of Google computer vision technology, and trained our system to recognize each pattern in a variety of conditions, then built a custom mobile e-commerce enabled website that allowed attendees to photograph a pattern within the mural, which automatically brought them to the product page for the matching Havaianas flip flop.
For the launch event, we partnered with several influencers, including celebrity stylist, Tara Sweenan, who helped to style the talent for our Step Into Summer, lifestyle shoot that we produced as part of the campaign.
THE RESULT
Havaianas generated significant awareness for the new product launch, and garnered a bunch of great press, in addition to creating buzz through out Venice Beach during the activation.
