Always surprising for its unique graphic design, the Havaianas communication campaign for 2009 pays a tribute to the brand’s Brazilian-culture heritage. Reaching the more than 60 countries were the brand is present, the campaign “Brazilian Cuts” will present different Brazilian cultural aspects to countries as diverse as France, New Zealand, the Philippines and Croatia.

“We used Brazilian symbols without resorting solely to stereotypes. Clichés are real, but not always are they authentic. Therefore, we prefer working with symbols that are truly authentic, just like Havaianas. We researched universal Brazilian elements and others that are not as known to create a mosaic composed of the obvious and the cult”, says Marcello Serpa, partner and general creative director at Almap BBDO, the agency responsible for the worldwide campaign.

Serpa also points out the greater impact of the images when establishing the center of the page as the starting point for the graphic representations, which from this axis transmit the impression they will pop-up from the page. The production of this nearly cultural manifest waived the use of graphic computing, resulting in a work of craftsmanship rich in details, which demonstrates the attention of Havaianas in regards to the culture from its country. All the images, such as the soccer player, the “baiana”, Carmem Miranda, and the Copacabana boardwalk were produced, clipped and manually put together to finally be photographed. The combination of items in each campaign piece was done very carefully so that the perceptive eye can discover details of the Brazilian essence.

The campaign also has a website www.braziliancuts.com , which was launched in May, packed with details, curiosities and images that dive deep into the understanding of this rich culture.