To promote the customized train of the Havaianas permanent band during the 2018 Carnival in the São Paulo subway, we used the most influential hit of the year: Que Tiro Foi Esse (What Shot Was That) by Jojô Todinho. The song was Top Viral in Spotify Brazil in January.
The song generated thousands of fan memes and we went with the flow, recreating a version of the song in the rhythm of classic carnival songs, creating our own meme of the song to promote the Havaianas exclusive train during carnival.
The action was created in 7 days and the film produced, edited and published in less than 8 hours.
The action generated over 10 million views and 489k thousand engagements with the brand, becoming the official version of the song in the carnival rhythm.
Concept, Art Direction