All Love Welcome • Building a strong commitment to the LGBTQ+ community

Havaianas is an iconic Brazilian flip-flop brand—and its footwear is so well-loved around the world that it’s Brazil’s second-biggest fashion export. A large part of the brand’s widespread appeal is that Havaianas is for everyone—especially the LGBTQ+ community. So when it came to celebrating Pride in style, the brand wanted to double down on its commitment to the LGBTQ+ community by launching its year-round All Love Welcome platform.

The centerpiece of the All Love Welcome initiative was a series of online marriage ceremonies. Three couples and their guests came together virtually to marry, renew their vows or showcase Pride in all its various forms. The ceremonies included real marriage officiating and serenades by Brazilian pop sensation Johnny Hooker, who sang an anthem to celebrate and inspire the community.

In addition to the virtual ceremonies, we shot documentary-style shorts that dove deeper into the couples’ stories. Each short was delivered through fit-for-format content across Havaianas’ social channels, bringing attention and representation to a global audience. We also called on creators to join us in celebrating the love by posting photos and videos featuring the new Pride collection, a permanent addition to Havaianas’ portfolio of products

Our digital strategy was built around the way Gen Z connects and defines themselves digitally—not only because they’re a key audience for Havaianas, but because they’re the most gender-fluid and resistant to labels. By connecting with LGBTQ+ youth in a meaningful way, we helped Havaianas communicate how the flip-flop brand was taking steps to support the community over the long term, like eliminating the distinction between products for men and for women, and extending the range of sizes so anyone can feel comfortable in their favorite design. Finally, through a global partnership with All Out, 7% of the profit for each product was donated to non-governmental organizations fighting for LGBTQ+ rights around the world.