A Grande Virada – Havaianas 2012 | Clapboard Ad Archive

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A Grande Virada - Havaianas | Clapboard Ad Archive

A Grande Virada from Havaianas marks an inflection point in the brand’s narrative, leveraging its 50-year milestone to deliver a campaign rich in heritage and cultural relevance for the fashion and apparel market. Conceived by BBDO for the United States market in 2012, the campaign unpacks the story of the 1990s moment when consumers began flipping their sandal soles—a grassroots trend that directly catalyzed the launch of the brand’s now-iconic Top models—transforming an act of individual expression into a keystone of Havaianas’ product evolution. Central to the campaign is its dual focus: it uses this moment of category-defining creativity to stoke a powerful sense of nostalgia while contemporizing the brand’s narrative through social commitment, as 100 percent of proceeds from the limited edition anniversary sandals were directed to UNICEF. What Clapboard’s taxonomy would identify as FORMAT#11—Unique Personality Property—the campaign eschews conventional product demonstrations or problem-solution copy in favor of highlighting the brand’s authentic origin story and the meaningful product innovation that shaped its destiny, aligning with consumers who crave fashion choices that reflect heritage, distinctiveness, and positive impact. The decision to chronicle this evolution through a film medium, enhanced by a confident, purposeful storytelling arc, positions Havaianas as more than a ubiquitous summertime accessory; it is recast as an emblem of cultural ingenuity with a conscience. The limited-edition nature fuels urgency and collectability, reinforcing the value proposition for fashion buyers who seek both exclusivity and purpose in their purchases, while the UNICEF partnership infuses the campaign with significant social capital. Presented in Portuguese but created for a diverse US audience, the campaign transcends language, drawing more than 132,000 viewers to a message that is both globally relevant and inherently tied to the brand’s Brazilian roots. Clapboard rates this 66/100. At a moment when fashion brands increasingly stake their relevance on both meaningful backstory and social impact, A Grande Virada is significant for any marketer looking to understand how deep-rooted identity and contemporary responsibility can drive brand preference in a competitive market.

Credits

Client

Havaianas

Agency

BBDO

Creative Director

Marcello Serpa, Sandro Rosa, Luciana Haguiara

Art Director

Ricardo Pocci

Copywriters

Luciana Haguiara, João Paulo Testa

Producer

Acaca

Sound

B, A, START

Account Management

Cristina Chacon, Mariana Gomiero

Category Mind Map

48%

The "A Grande Virada" campaign by Havaianas, launched in the United States in 2012, strategically leverages the brand’s 50-year heritage to reinforce its cultural and emotional significance within the fashion industry. The core brand proposition hinges on nostalgia and social responsibility, positioning Havaianas not just as a fashionable footwear choice but as a symbol of a cultural movement from the 1990s—the trend of flipping the sandal sole upwards, which inspired the creation of the iconic Top model. The campaign conveys value by celebrating this rich history while simultaneously aligning with a philanthropic cause; 100% of sales from the limited-edition sandals were donated to UNICEF, adding a layer of purpose that deepens consumer engagement. From a market strategy perspective, the campaign insight taps into consumers’ emotional connection to both fashion and social impact, aiming to appeal to a demographic that values authenticity, heritage, and meaningful consumption. By narrating the evolution of the brand through a film medium, it creates an immersive storytelling experience that resonates with audiences familiar with the era and introduces new consumers to the brand’s legacy. The choice of a limited-edition product linked to charitable giving enhances urgency and relevance, encouraging purchase through exclusivity and altruism. The creative direction highlights a fusion of style and substance, reinforcing Havaianas’ identity as more than a casual accessory but as an emblematic cultural artifact with a contemporary purpose. Overall, the campaign uses heritage-driven storytelling combined with social contribution to deepen emotional ties, differentiate in a crowded fashion market, and activate a socially conscious consumer base.

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This campaign centers on the rich heritage and creative evolution of Havaianas by telling "a little more about this rich history," specifically referencing the 90's twist—when users began turning their sandal soles, inspiring the creation of the Top models. The narrative doesn't follow a conventional problem-solution arc or an exemplary story; instead, it highlights the brand’s unique cultural moment and origin, aligning perfectly with the Unique Personality Property format as it celebrates distinctiveness through history, product evolution, and social impact (UNICEF partnership). ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Reef – Positioned as a lifestyle brand blending surf culture with casual footwear, Reef emphasizes comfort, durability, and connection to the beach lifestyle, targeting active consumers who value function and style in their sandals and casual shoes. 2. Crocs – Known for their distinctive, lightweight foam clogs, Crocs focus on comfort and practicality, appealing to a broad audience including healthcare workers and casual wearers, with an emphasis on innovation and bold, often playful designs. 3. Teva – Teva differentiates itself through rugged, outdoor-oriented sandals designed for adventure and water sports. The brand targets consumers seeking performance, durability, and versatility in footwear suitable for active lifestyles. 4. Sanuk – With a quirky, fun attitude, Sanuk blends casual comfort with skate and surf culture influences. Sanuk’s positioning focuses on laid-back lifestyles, using unique materials like yoga mat footbeds to enhance comfort and differentiate from traditional sandals. 5. Birkenstock – Renowned for ergonomic design and orthopedic support, Birkenstock positions itself as a premium comfort footwear brand with a heritage of quality craftsmanship. It appeals to consumers seeking both style and health-conscious shoe solutions.

Q: What is A Grande Virada about? A: A Grande Virada is a 2012 campaign created by BBDO for Havaianas to commemorate the brand’s 50th anniversary in the United States market. The campaign centers on a limited-edition sandal inspired by a pivotal moment in the 1990s when consumers began flipping their sandal soles, which led to the creation of the iconic Top models. The film, directed by Marcello Serpa, tells the story of this cultural shift while highlighting the brand’s heritage. All proceeds from the limited-edition sandals were donated to UNICEF, reinforcing Havaianas’ commitment to social responsibility within the fashion industry. Q: What creative device does A Grande Virada use? A: A Grande Virada employs the Unique Personality Property format, as classified by Clapboard’s 12-format taxonomy. This creative device highlights a distinctive feature or origin story—in this case, the 1990s trend of turning sandal soles that inspired the Havaianas Top models. Rather than following a conventional narrative arc, the campaign focuses on celebrating the brand’s unique cultural moment and product evolution. By intertwining heritage storytelling with a philanthropic partnership, the campaign leverages its distinct identity to create emotional resonance and differentiate Havaianas in the crowded fashion category. Q: What is the campaign proposition for A Grande Virada? A: The campaign proposition for A Grande Virada positions Havaianas as both a fashion icon and a brand with a meaningful legacy. By celebrating its 50-year heritage and referencing the 1990s cultural moment that led to the creation of the Top models, Havaianas appeals to consumers who value authenticity, nostalgia, and social impact. The campaign’s alignment with UNICEF, donating 100% of sales from the limited-edition sandals, adds a layer of purpose that deepens consumer engagement. This strategy targets a demographic seeking both style and substance, reinforcing Havaianas’ relevance in the fashion and apparel market. Q: How does A Grande Virada rank in Clapboard's archive? A: In Clapboard’s global ad archive, A Grande Virada holds a Clapboard Campaign Score of 66/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards. Q: Who are the competitors in Havaianas's category? A: In the fashion and apparel category, Havaianas competes with brands such as Reef, which emphasizes a blend of surf culture and casual comfort; Crocs, known for their lightweight, practical foam clogs and playful design innovation; Teva, which targets consumers seeking rugged, outdoor-ready sandals for adventure; Sanuk, recognized for its quirky, laid-back attitude and unique materials; and Birkenstock, which stands out for ergonomic design and a heritage of premium comfort craftsmanship. Each brand occupies a distinct position, shaping the competitive landscape for casual and lifestyle footwear.