NATIONAL: The latest range from Brazilian shoe brand Ipanema has launched to retail with an added inducement to buy: water conservation. An Australian spokesperson for the brand - created by Brazilian supermodel Gisele Bündchen - said the Ipanema Gisele Bündchen G2B range would expand on the water conservation remit already established by the Ipanema brand's launch last year.
Retailing through Australian footwear chain Novo, department store Myer and selected surf stores nationally for $24.95 to $39.95, the G2B collection had added its support to environmental organisations WWF Brazil and Instituto Socioambiental (ISA).
It followed Ipanema's Y Ikatu Xingu campaign last year, created to help conserve Brazil's indigenous people, along with the related aim of water conservation.
Ipanema had created striking imagery for the G2B marketing campaign, the spokesperson said.
"It includes a TVC, print advertising and promotional material to raise awareness about water. The TVC features the latest technology; water droplets fall to the ground forming a map of Brazil and the words; "Life", "Beauty", "Think" and "Preserve".
The same water was reused for each new sequence and after filming was over, was reused for watering gardens.
Water was also used in the poster campaign, depicting Bündchen sporting a "water dress".