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An area the size of a football pitch is being cleared every single minute from the Amazon rainforest*.

Just let that sink in.

This comes after deforestation of the Amazon rainforest in Brazil was said to have hit its highest rate in a decade back in November, and after it rose more than 88% in June compared with the same month a year ago.

All actions are said to have their consequences and deforestation of the Amazon succeeds in contributing to the depletion of the richest home to biodiversity on the planet – one tenth of all species of plants and animals are said to reside there – not to mention its effect on speeding up the pace of global warming.

In a world where temperatures are rising, ice caps are melting and more than five trillion pieces of plastic are said to be swimming in the world’s oceans, it’s more important than ever that brands are doing what they can to give back and make a difference to the future of the planet.

That’s why Havaianas’ ongoing dedication to the conservation of environmental diversity is so important.

Working alongside the Instituto de Investigación Ecológica de Brasil (IPÊ) since 2004, the iconic Brazilian flip-flop brand’s IPÊ collection provides 7% of net sales to the institute, helping to fund its work in protecting flora and fauna and in restoring landscapes in the Amazon, Atlantic forest and Pantanal region.

Havaianas’ latest move has seen the brand team up with Sao Paulo street artist Arlin Graff for three limited edition IPÊ flip-flop designs featuring images of endangered Brazilian wildlife – click here to find out more.

As part of the collaboration, Graff will be taking to Redchurch Street in London’s vibrant Shoreditch from July 15-23 for a week-long street-art installation, spray-painting a black-faced lion tamarin monkey mural onto the side of the Rich Mix building to help raise awareness of the wider issue.

It’s a collaboration that we here at ALTER have been lucky enough to help bring to life.

We’ve been handling lifestyle PR and influencer activity on behalf of Havaianas during Graff’s week-long live creation, and alongside international pop culture magazine Wonderland and Mediterranean beer brand Estrella Damm, we’ll also be staging a private evening event to celebrate the partnership.

For us as an agency it’s a real honour to work on an experiential activity that not only celebrates creative talent through disruptive street art, but is also underpinned by a serious message about conserving biodiversity.

Havaianas’ commitment to the cause is something many brands could learn from.

*Source: BBC

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