Havaianas Picks GUT as First Global Creative AOR

Havaianas has named Intestine as its first world artistic company of file. The three-month overview, run by consulting agency Scope, spanned greater than 40 companies throughout Europe, the U.S., and Asia.“[The pitch process] was very thorough,” Rafael Souza, world model director for Havaianas, advised ADWEEK. “What made us gravitate in the direction of Intestine was the truth that they’re tremendous daring [and bring] these concepts that basically break the litter. I received’t outspend my world opponents, so I must outpace them creatively—and that’s what Intestine does brilliantly.”The appointment marks the Brazilian flip-flop model’s first consolidated world artistic partnership and indicators its ambition to broaden from a seasonal shoe right into a year-round life-style model. Previous to this appointment, Havaianas had relied on a neighborhood Brazilian company to execute each regional and infrequently world work.Intestine Madrid will lead the account, with assist from Intestine Amsterdam and its broader community of 10 world workplaces. Intestine will lead technique and artistic growth for markets together with the U.S., U.Ok., France, Italy, the Philippines, Thailand, and Australia. The company’s remit additionally contains world model technique, working in tandem with Havaianas’ São Paulo-based group. Havaianas’ Brazilian enterprise will proceed to be dealt with by AlmapBBDO.Souza stated the choice to launch a worldwide overview was pushed by a need to broaden Havaianas’ merchandise past Brazil. “Though we have now world attain, there’s nonetheless numerous alternative to speed up market share in worldwide markets,” he stated. “We crafted a worldwide positioning that’s true to the Brazilian roots, however on the identical time, it feels very world. As soon as we had that, we stated, ‘Okay, we’d like a associate who can land this positioning and deploy it internationally.’”For Carmen Rodriguez, Intestine’s world chief development officer and associate, the model’s untapped life-style potential made it a compelling alternative. “I keep in mind the primary time we have been presenting Intestine and Havaianas collectively in a key visible, and it gave me chills,” Rodriguez advised ADWEEK. “You’ll be able to see the potential of taking this iconic Brazilian model, and turning it into a worldwide life-style model.”Rodriguez stated Intestine Madrid was chosen because the lead workplace as a result of its centrality throughout world time zones, however careworn that the company’s method can be decentralized and nimble. “We’re 0% forms, 100% agility,” she stated. “We now have folks from Amsterdam, the U.S., Asia—everyone seems to be supporting this. The way in which the problem is put for [Havaianas] is similar problem for us. Their enterprise challenges at the moment are our enterprise challenges.”Inventive growth is underway, however the first world marketing campaign is predicted to launch throughout the second quarter of 2026 throughout the U.S., Europe, Asia, and Brazil. The model is aiming for instant world scale. “We don’t have the luxurious of growing too many toolkits or campaigns,” Souza stated. “We now have to make it work. We now have to get this globally proper.”