Havaianas: The Pride Research

Casual wear brand Havaianas conducted The Pride Research campaign to affirm its support for the LGBTQ+ community and grow sales of its Pride collection in Brazil.

Campaign details

Title: The pride researchBrand: HavaianasProduct: ResearchIdea: Media.MonksCountry: Brazil

Media placement

ElementPlacement/LocationStart DateEnd DateNumber of airings / placementsCountry / Region
Live Press ConferenceYouTube21/07/202221/07/20221BRAZIL
Online platformWebsite21/07/202220/04/20331BRAZIL
OOHSão Paulo Subway Stations (RZK Digital)02/12/202209/12/20221BRAZIL

Relevance for Creative Strategy

The Pride Research shows how a brand platform can make effective changes beyond advertising.

In 2022 the Brazilian government excluded the LGBT+ population from the demographic census. To calm activists, they launched a survey pointing...

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