Roteiro Havaianas

CLIENTE: Havaianas
PEÇA: Script / 20 minutos
TÍTULO: Global Market Havaianas Lifestyle
DATA: 12 de fevereiro de 2021

ACT 1

Concept: The presentation starts just like a classic Star Wars movie opening.
Text crawling up the screen, same font, same soundtrack. However, the content
will differ, showcasing important events in Havaianas’ history. There’s a brief
animated motion sequence at the end of an astronaut conquering Mars while
wearing Havaianas’ boots.

Ref.:

original Star Wars’ 1977 opening sequence

VIDEO AUDIO
FADE IN Music: Star Wars Main Theme – John
Williams
Leterring: Alpargatas presents…

Leterring: In a not-so-distant future, in a

galaxy not-so-far away…

Leterring (title card): (HAVAIANAS) –

EPISODE 50: The New Empire

Leterring (rolling-up text): “Havaianas

rules over the galaxy!

The New Empire rejoices, and every

being in the universe now goes over
their day-to-day lives wearing
Havaianas’ striking attire!
Over the years, Havainas not only
assembled a highly esteemed list of
achievements in the market, but also left
their eternal mark in the history of the
Universe…”

The text disappears as it rolls into the

distance

CAMERA MOVEMENT: we DOLLY

OUT and cross an iron frame, entering
through a window. We’re now inside a
spaceship.

The camera TRACKS LEFT across the

wall, where we see a futuristic digital
board showcasing past headlines and
webpages one by one:

• “2022. Havaianas’ first 100%

digital collection sold out in 24
hours.”

• “2023. Harry Styles receives

Grammy Award for Best Song
while flashing a pair of his
Havaianas’ Hybrid Sandals. Every
other pair is sold out three hours
later.” (There’s a picture of Harry
Styles holding a Havaianas)

• “2025. Lego and Havaianas work

in partnership to exchange raw
materials from PVC to recycled
rubber.”

• “2037. Havaianas buys Nike store

on Fifth Avenue and promises to
open the biggest Havaianas
Concept Store to date!”

• TWO MAGAZINES COVERS

POP UP: Highsnobiety and
Sneaker Freaker. They both have
Havaianas pairs on their covers
and the sayings: “The most
desired sneaker of 2038!”
 • A digital flier: “Havaianas’ first
100% Holographic Music Festival
tour! Confirmed in 10 capitols
around the globe!”

• Headline: “2043. Havaianas

opens droid-operated hotels in
the 5 continents of the Earth.”
(There’s an image of R2-D2
dressed as a front desk clerk)

• “2045. Havaianas’ mini bag in

rubberized titanium and
Swarovski crystals valued at
100,000 USD is now on display at
MOMA/ NY.”

• A LIVE TV FEED turns on in the

screen. It’s a news channel. A
rocket it’s sailing from Earth and
the anchor says: “Havaianas-
sponsored rocket takes off today
to start Mars’ colonization plan.”

• ON THE TV: Mars enlarges into

view, with the Havaianas
spaceship nearing landing. The music RISES, triumphant, majestic!
And fades into…
CUTS TO
Motion sequence: Music: 2001: A Space Odyssey Main
Theme
• The spaceship lands. Its door
draws open and a ramp slides
down. The astronaut floats out
and PRESSES their feet on
Martian soil. The scene plays out
just like the first moon landing
(“One small step for a man” and
all of that). And when they
REMOVE their foot, we see that
the astronaut’s boot left an
IMPRINT on the dirt: The sole has
the (Havaianas) logo stamped on
it, taking over the screen.
A RECORD-SCRATCH sound interrupts
The screen freezes, looking like a the soundtrack.
paused VHS frame.
Narration: Ok. All jokes aside now, how
we can turn that into a reality? Let’s start
 from the beginning and break it into
parts.

The whole screen rewinds and glitches REWINDING TAPE sound effect.
just like a video tape.

CUT TO BLACK

ACT 2

Concept: The aesthetic subsides to a more contemporary look as the timeline

of product evolution is displayed. The Beyond The Core project is analyzed and
explained through narration and fun, easy-to-follow motion graphics. It will look
like a TED educational video, but wittier and more vibrant.

Ref.:

TEDEd: The artist who won a Nobel Prize... in medicine - Melanie E. Peffer

VIDEO AUDIO
WIPE IN (Star Wars style – REF.) Music: Suite – Theodore Shapiro (The
Devil Wears Prada)
Motion: The Havaianas’ Evolution
Timeline POPS IN. Starting from the
KEY-CHAIN release, we SLIDE,
RUSHING THROUGH every product
until we reach the year 2021, which
showcases a vague QUESTION MARK. Narration: New year, newer life, right?
But what if we made of 2021 more than
Motion: The question mark enlarges just an opportunity to make the
and fills the screen. We DOLLY IN the
picture, TRANSITIONING to a new blank difference? What if we made of 2021 a
space. turning point in Havaianas’ history?
Motion: A Havaianas shoebox FLOPS
into frame. The lid is removed. The
screen DASHES FORWARD, like the
Star Wars lightspeed jump scenes. And
we are zapped into space again.
Motion:
• In space, a planet named
(Havaianas) emerges, centered
on the screen.
• A slightly smaller MOON orbits
around the planet: “CORE”. As
the narrator states, four new
smaller planets FLOAT INTO
VIEW (Each planet represents
each vertical of the Beyond).
• The planets align together.
• We slide across each one, seeing
their names: Accessories –
Apparel – Closed Shoes –
Sandals). Ref.
TRANSITION: we ZOOM into the
Havaianas planet and leave space. The
color of the planet floods the frame,
which takes us back to a solid color
screen.
Lettering (stomping synchronized
text – REF.): Beyond The Core
Motion and lettering: We ZOOM closer
to the lettering. Under the title, “strategy”
scribbles into view in sharpie texture.
The word “EXPANSION” slides up,
getting side by side to “strategy”, forming
the phrase “EXPANSION STRATEGY”.
Each letter gets textured with floral,
colorful Havaianas stamps.
This year let's go outside the box. Even
further than we already do. And I mean,
literally. This year, we've created a
business unit...dedicated exclusively to
Havaianas brand extensions.
This year, we’ll be expanding territory to
our four other colonies:
• Sandals,
• Closed Shoes,
• Apparel
• and Accessories.
And studying how can we integrate
ourselves more into our users’ orbit.
(under their breath) Pun intended.
We believe in Havaianas expansion
beyond core: beyond the beach, beyond
vacations, beyond inside houses... and
beyond our users’ feet. We already
reach farther than that. After all,
Havaianas is not only on their footwear,
but also in their hearts and minds.
However, we want to occupy an even
bigger space in their everyday lives, we
want to be with them all the times. To
infinity and beyond!
This is Beyond The Core.
Beyond The Core it’s not only about
building a strategy. It means to start
operating in a new and creative way. It’s
about expanding our lifestyle.
Building an integrated way-of-life
strategy with an individualized look at
each of its verticals, seeking the best
business model and Go-To-Market.
Motion: In VECTOR ART – A map of
Brazil pops up. Flip-flop vectors The plan starts with the launch of the 1st
(representing the brand) scatter around Beyond the Core Store and Corners in
the map, tracing bee lines all over the our franchises across Brazil.
country.
Our goal is to take the brand to levels
DISSOLVES TO PLAIN not owned today by core business, thus
BACKGROUND expanding consumer possibilities to
experience brand proposal all year
ARCHIVE FOOTAGE AND round.
LETTERING:
• Lettering: PRODUCT In terms of product, we aim not only
• Lettering: PETS satisfy our human users, but hopefully
• A.F.: of a dog chewing a toy our furry ones too with distinct and
unique pet accessories.
We also aim beyond everyday affair,
adding to our catalog
• Lettering: FURNITURE • house furniture,
• A.F.: a cushion; a chair

• Lettering: UTENSILS • utensils,

• A.F.: cups, plates, cutlery,
placemats

• Lettering: PERFUMERY • perfumery,

• A.F.: someone spaying cologne
on themselves

• Lettering: SPORTS • sport equipment,

• A.F.: a person riding a bicycle

• Lettering: TRANSPORT • and transportation.

• someone on a scooter
With prices ranging from 11 all the way
• Lettering: PRICE
up to 1.200.
• Lettering (smaller, underneath):
11-1,200 BRL
• A.F.: money rain
Regarding channels, we plan to grow
• Lettering: CHANNELS our reach breaching into new and yet
• A.F.: logos and/or storefronts of unexplored selling chains and
(Pinga, NK Store, Merci, distributors. Improving our energy
Luisaviaroma, Modern Society, efficiency and prioritizing specialized and
Beams) passing by. premium channels.

We encourage the thinking of Havaianas

• Lettering: OCCASION as an every-occasion item. We’ll be
around
 • A.F.: people discussing in an
office
• A.F.: people on winter clothing,
walking by a snowing avenue;
then, people on bathing suits on a
sunny beach
• A.F.: a person swinging a tennis
paddle; someone doing cardio in
spandex
• A.F.: people on nightclub
• A.F.: people dinning on fancy
restaurant
• A.F.: someone settling on an
armchair
• A.F.: astronauts floating on zero
gravity
Lettering: COLORFUL FUN
STOMPING TEXT SYNCRONIZED
WITH THE VOICE NARRATION (REF.)
• way of life
• interests, values, and beliefs
• users come first
• community growth
• experiences and exchange
• it’s not the talk, but the walk that
matters
working places,
around every season
and every activity.
You name it! Going to a nightclub?
Havaianas.
Going to that fancy restaurant? Try one
of our fancy suits. Or try one of our
strapless dresses when you don’t wanna
look too shabby at that family dinner
party.
Stay at home, comfy on your Havaianas
armchair.
Moving to Mars? We bet our space
garment would get you covered!
Because what do you expect to wear
when we’re all living in space? An open
flip-flop?
But, above all, to intend to strengthen
even more the relationship between
brand and user to build true and strong
brand ambassadors around the globe
and the galaxy. Havaianas as lifestyle
brand is about
• selling a way of life that goes
beyond products...
• sharing interests, values and
beliefs…
• inspired by users in the first place,
connecting with them on an
emotional level…
• growing our own community…
• it’s also about experiences and
exchange…
• it’s not the talk, but the walk that
matters
 ACT 3

Concept: During this section of the video presentation, we’ll look further into the roles of
the Beyond The Core area.