Kids Princesses – Havaianas 2012 | Clapboard Ad Archive

63

Kids Princesses - Havaianas | Clapboard Ad Archive

Havaianas’ 2012 Kids Princesses campaign marks a vivid instance of early digital storytelling within the fashion sector, as the iconic Brazilian brand partnered with BBDO to launch an inventive online experience that refreshed the children’s sandals category. Rather than leaning on conventional product promotion, Havaianas and BBDO embraced narrative borrowing by recasting classic fairy tales through a playful, interactive digital lens—a creative approach that sits squarely in Clapboard’s FORMAT#12—Parody or Borrowed Format, where familiar storylines and pop culture genres are appropriated to drive consumer connection. The campaign’s central idea materializes as an online multiplayer game, where enchanted soap bubbles become a mechanism for children to engage with beloved princess archetypes, weaving the aspirational world of fairy tales into the everyday accessibility of flip-flops. Strategically, this move connected brand with consumer at the level of digital play, positioning Havaianas’ Kids Princesses collection as both magical and wearable, and aligning the brand’s hallmark vibrancy with the curiosity and imagination of its young audience. By opting for digital interactivity and reframing traditional tales rather than retelling them verbatim, the campaign demonstrated a forward-thinking understanding of how children and parents increasingly discover brands—through active participation and familiar narrative formats, not passive observation. In eschewing old-school push techniques for an immersive journey that placed product within a fantasy context, Havaianas signaled its ambition to be more than a footwear brand—emerging instead as a playful companion in the evolving family lifestyle landscape. Wraparound integration of game mechanics and storytelling empowered the brand to foster repeat engagement and build emotional salience in a market where children’s categories demand both novelty and reassurance. The campaign earns a score of 63/100 in Clapboard’s global creative archive. This work matters because it underscores how borrowing and reimagining the world’s best-known narrative structures can unlock fresh relevance for fashion brands, even in a crowded digital space.

Credits

Client

Havaianas

Agency

BBDO

Creative Director

Luiz Sanches, Luciana Haguiara, Sandro Rosa

Art Director

Ricardo Pocci

Copywriter

Gabriela Guerra

Illustration

Estudiorama

Producer

Um Studio

Technology Director

Fernando Boniotti

Music

cromo.sônica

Account Management

Cristina Chacon, Joana Campanelli

Category Mind Map

48%

The Havaianas Kids Princesses campaign from 2012 leverages a playful and imaginative approach to reinforce the brand’s promise of fun, comfort, and vibrant style tailored for children. By centering on an online multiplayer game featuring enchanted soap bubbles and a reimagined fairy tale theme, the campaign seeks to associate the Havaianas Kids collection with a sense of magic and youthful creativity. This alignment reinforces Havaianas’ broader value proposition of casual, colorful footwear that complements active, joyful lifestyles, extending it specifically to a younger demographic. The market strategy capitalizes on the digital engagement trend by creating an interactive, child-friendly experience that encourages playful interaction while subtly embedding the product within the storytelling environment. Targeting parents and children in Brazil, the campaign uses a culturally resonant fantasy motif—princess fairy tales—to capture attention and stimulate imagination, which is a strategic creative angle for reaching families interested in fashion that blends aesthetics with playability. The choice of a digital multiplayer game format indicates an early adoption of gamification to foster brand involvement, aiming to create brand affinity through entertainment rather than direct product advertising. Despite modest online engagement metrics, the campaign exemplifies how integrating product promotion into immersive digital experiences can serve niche markets in the fashion industry, particularly in the children's segment.

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This Havaianas campaign, “Kids Princesses,” leverages a new version of classic fairy tales and creates an online game with enchanted soap bubbles, directly borrowing from well-known fairy tale genres and tropes. The campaign reframes iconic princess stories—a major pop culture format—by adapting them for the Havaianas brand and linking them to the new children’s sandal collection. The creative device is clear: rather than just telling a story (Exemplary Story), the campaign updates a familiar format (fairy tale narratives) to engage its young audience, making FORMAT#12 the best fit. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Ipanema – Positioned as a trendy, eco-conscious flip-flop brand, Ipanema emphasizes vibrant Brazilian style with a strong focus on sustainability, using recyclable materials and appealing to fashion-forward, socially aware consumers. 2. Rider – Rider captures the sporty, casual segment by offering durable, comfortable sandals and flip-flops that cater to an active lifestyle, often targeting younger demographics seeking affordable, functional footwear. 3. Havaianka – A regional contender focusing on affordability and mass-market appeal, Havaianka emphasizes value and broad accessibility while leveraging the tropical, beach-inspired lifestyle associated with the region. 4. Kenner – Known for blending innovation and style, Kenner targets consumers looking for contemporary, fashion-forward sandals with unique designs and premium comfort features, positioning itself as a slightly upscale alternative. 5. Melissa – Melissa differentiates itself by merging footwear with high-fashion design and unique materials like plastic, appealing to trend-conscious consumers seeking bold, statement footwear beyond traditional flip-flops within the Brazilian fashion scene.

Q: What is Kids Princesses about? A: Kids Princesses is a 2012 digital campaign created by BBDO for Havaianas in Brazil, targeting the fashion and apparel market. The campaign centers on promoting the Havaianas Kids Princesses collection through an innovative online multiplayer game that reimagines classic fairy tales with enchanted soap bubbles. Designed to engage both children and parents, the campaign leverages interactive storytelling and playful gameplay to highlight the whimsical qualities of the product line. By embedding the brand within a magical digital environment, Kids Princesses aimed to deepen brand engagement and reinforce Havaianas’ reputation for fun, vibrant footwear for young audiences. Q: What creative device does Kids Princesses use? A: Kids Princesses employs FORMAT#12 PARODY OR BORROWED FORMAT, as classified by Clapboard’s 12-format taxonomy. This creative technique involves borrowing from well-known pop culture formats—in this case, classic fairy tale narratives—and reimagining them within a branded context. The campaign updates iconic princess stories by integrating them into an interactive online game, blending familiar narrative tropes with playful digital experiences. This approach allows Havaianas to connect with its audience through the comfort of recognizable stories while infusing the brand’s own playful and colorful identity into the experience. Q: What is the campaign proposition for Kids Princesses? A: The campaign proposition for Kids Princesses is to reinforce Havaianas’ promise of fun, comfort, and vibrant style specifically tailored for children. By centering the campaign on an imaginative online multiplayer game with enchanted soap bubbles and fairy tale themes, Havaianas positions its Kids collection as magical and engaging, appealing to both children and their parents. This strategy leverages digital interactivity to foster playful brand engagement, aligning with broader trends in the fashion industry toward gamified experiences. The campaign seeks to build brand affinity by embedding the product within a fantasy-driven, child-friendly environment that emphasizes creativity and joyful living. Q: How does Kids Princesses rank in Clapboard's archive? A: Kids Princesses holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of early 2010s digital marketing. The rating indicates how the campaign’s use of interactive storytelling and gamification contributed to its visibility and engagement in the children’s fashion segment. Q: Who are the competitors in Havaianas's category? A: In the Brazilian fashion and footwear market, Havaianas faces competition from several key brands. Ipanema positions itself as a trendy, eco-conscious flip-flop brand emphasizing sustainability and vibrant style. Rider targets the sporty, casual segment with durable, comfortable sandals for active lifestyles. Havaianka appeals to value-driven consumers with affordable, mass-market options inspired by tropical living. Kenner offers contemporary, fashion-forward sandals with innovative designs and premium comfort, while Melissa merges high-fashion aesthetics with unique materials to attract trend-conscious buyers seeking bold footwear choices.