I had the privilege of being part of the Creative Direction Team, also contributing as a Screenwriter and Copywriter creating the entire concept for Ipanema Sandals' biggest annual campaign. With the slogan 'Together, the crew glows' (PT: 'Unidas, o bonde brilha!'), I developed the manifesto, script, and moodboards that guided the whole campaign, which was featured on social media and even on TV!
Our goal was to create a narrative that feels very Brazilian and democratic, as connected as possible to the Ipanema woman: a hard-working woman who wakes up early for work, drops her child off with her mother, buys lunch from the woman at the bus stop, gets squashed on public transport, but always arrives on time and gets things done! And how does she do it? With the help of other women, who form a supportive network where everyone grows together. That’s why “Together, the crew glows!”
Our moodboard was inspiring and colorful, capturing the true Ipanema Spirit. We wanted to communicate feminine strength through women’s protagonism, highlighting the diversity and lifestyle of real women.
Our narrative follows the women through the streets, on public transport, and at work… The best part is that this campaign was entirely created by women, for women. My favorite one, I’d say! <3
Fun fact: Iza, the Brazilian singer, was so connected to our purpose that she wrote her own lyrics, which became our official jingle. In one of the pieces of content (the first one above), she shares her personal story and explains how the women from her crew and life completely transformed her and guided her to become a better person. You can also check the Key Visuals below.
Iza also shared content on her social media in collaboration with Ipanema, which generated significant engagement and positive feedback for the brand.
Click below to see one of the posts.
Partner: Mutato