Cannes Lions
CRIACITTA MARKETING CENOGRAFICO, Sao Paulo / ALPARGATAS / 2009
Awards:
Overview
Entries
Credits
Description
Reposition the product in the European market, placing flip-flops among the biggest and most famous women's shoes inside Galerie Lafayette
Execution
Four tables were created with a 3D volume which associated the product with the Brazilian spirit in a non folkloric way. A large expository hallway was created, inspired in the brazilian topography. Different colours were used to represent this: green to represent the forest, blue/water, orange/mountains and violet/flowers.To give the space a more sophisticated atmosphere, we used the existing crystal chandelier and created a mix of coloured lights that washed out the space. Cool and sophisticated pieces that praised the product, and turned the flip-flops into the it-shoe of the European season.Every season Galerie Lafayette chooses products to compose their Must Have tables. The challenge was to transform a rubber flip-flop into a desired and sophisticated product that would stand out from all the big brands of women's shoes.
Outcome
The action reinforced the brand in the European market and projected the product as a fashionable and must have item.
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