Havaianas reimagines foot massage as footwear in latest GIGIL campaign

Havaianas Philippines is doubling down on its call to slow down. The brand's ongoing #BreakTheRush campaign continues with a new piece of visual storytelling that interprets the very act of wearing flip-flops as a mini escape - this time, through the metaphor of a foot massage.

Launched across Meta and TikTok, the latest work imagines Havaianas flip-flops not just as summer staples, but as tools for sensory relief. The campaign features a stylised foot massage in the shape of the brand's sole - suggesting that comfort isn't only skin deep, but embedded in the design.

"The visual highlights the soothing comfort of wearing Havaianas, likened to a gentle foot massage with every step," the brand said in a release. And while the execution is simple, it's the conceptual clarity that allows the metaphor to resonate - particularly in short-form spaces such as TikTok, where the sensory meets the shareable.

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On TikTok alone, the visual has racked up over 5 million views and more than 11,000 shares. This latest iteration is again crafted by the GIGIL-Katok unit. Creative leads on the project include chief creative officers Badong Abesamis and Herbert Hernandez, with managing partner Jake Yrastorza, and art directors Jasper Cajilig and Joaquin Diaz bringing the concept to life.

The team's earlier contribution to #BreakTheRush similarly leaned into visual surprise: in that work, Havaianas and GIGIL used Google Maps to locate green spaces in Metro Manila that, from a satellite view, resembled footprints - echoes of natural rest stops within the sprawl of the city. There, the invitation to slow down came through nature; here, it's embedded in every step.

At the core of both works is a simple idea: time - and how little of it we allow ourselves. By linking relaxation not just to getaways but to something as ordinary as footwear, the campaign stretches its relevance beyond beaches and holidays, grounding it in the everyday.

The Brazilian brand recently named American fashion model Gigi Hadid as its new global ambassador, inspiring the launch of a dedicated collection that brings fashion to every occasion. From the sleek Slim Point to other curated picks, Hadid's favourites position flip-flops not just as beachwear - but as everyday fashion staples, the firm said.

In collaboration with Dolce & Gabbana, Havaianas also unveiled the second edition of their exclusive #DGxHavaianas collection, featuring innovative materials and refreshed designs. Each style merges Havaianas' form with signature Dolce & Gabbana prints, including the #DGLeo and #DGZebra.

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