IPANEMA SANDALS: ENDLESS SUMMER
SPREADING SUMMER VIBES THROUGH AN EPIC ROAD TRIP ACTIVATION
BRAND ACTIVATION | EXPERIENCE POP-UP | CAMPAIGN DIRECTION
Laid-back and carefree like the eponymous iconic beach, Brazilian-based footwear brand Ipanema Sandals is part of the world's largest manufacturer of sandals. With a focus on accessibility and sustainability, the brand has been well-loved and well-known in the Southern Hemisphere for more than 20 years.
When Ipanema was looking to expand their reach in the US market, they came to us to create a campaign strategy around a visually stunning, brand activation to kick-off summer. Our plan? Leverage the great all-American road trip as a way to engage with consumers face-to-face, while driving digital content to be pushed to a national audience.
A VIBRANT AND UNFORGETTABLE JOURNEY UP THE PICTURESQUE COAST OF FLORIDA
With a tight timeline for execution, we dove quickly into the creative strategies that would drive our work; developing a target customer avatar, we named Mia. Pairing Mia’s demographic and psychographic profile with Ipanema’s campaign objectives, we designed a core brand approach to the North American launch centering around helping consumers feel a slice of Ipanema anywhere. That core brand promise was then extended to our campaign, and the Endless Summer Roadtrip was born.
Our scouting and creative teams then worked in parallel to leverage Endless Summer as they dove into designing and curating a vibrant and unforgettable journey up the picturesque coast of Florida.
At the activation’s center was a brightly-wrapped vintage VW van, with a giant, billboard-like flip-flop on top that was hard to miss.
Guests play corn hole in front of the iconic Ipanema road trip van.
Kicking off in Miami Beach on National Flip Flop Day, and ending a week later in St. Augustine, and at each of the stops along the way, the van experience unfolded into an entire beach party for passers-by to enjoy. Branded umbrellas, lounge chairs, and corn hole were paired with product displays and messaging, and an oversized sandal installation. Brand ambassadors connected with consumers, handing out branded popsicles and capturing contact information for discounts and giveaways.
In addition, each stop included a comprehensive content capture—photos, videos product, influencers, lifestyle, all created from our campaign content categories and under our photos direction.
An influencers poses with a pair of sandals at the van in Miami Beach.
AT-A-GLANCE
CLIENT: Ipanema Sandals
TYPE: Brand Activation
LOCATION: Florida Coast
ACTUALIZATION: Week-long traveling pop-up activation open to the public, with photo and video campaign.
PARTNERS: Drives Media / Good Times Roll
OUR ROLE:
Consumer Profile
Storytelling + Messaging
Brand Activations + Pop-ups
Space Design + Concepts
Brand Moments + Art Installations
Materials Palettes + Design Direction
Floor Plans + Elevations
Conceptual Sketches + 3D Renderings
Production Management
Installation Oversight
Graphic Design
Social Media Design
Campaign Direction
PROJECT GALLERY
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