Havaianas celebrates the moroccan neighbourhood with “الصيف فالحومة”
A Casablanca-made summer campaign turns away from idealised imagery to celebrate cafés, streets, local shops, and the everyday places where Moroccan summer memories are made.
A Casablanca-made summer campaign turns away from idealised imagery to celebrate cafés, streets, local shops, and the everyday places where Moroccan summer memories are made.
Havaianas Morocco is looking at Moroccan summer from a different perspective.
For its latest campaign, “الصيف فالحومة”, meaning Summer in the Neighbourhood, the brand moves away from the polished hotels, idyllic destinations, and picture-perfect landscapes often associated with summer campaigns. Instead, it turns towards something much closer to everyday Moroccan life: the houma.
Imagined and produced in Casablanca, the campaign celebrates the neighbourhood as a place of encounters, memories, and shared life. Children stay outside playing until sunset. Local cafés become meeting points. Small neighbourhood shops form part of a familiar landscape that generations of Moroccans recognise.
There is no need to transform these spaces into something more spectacular. Their value comes precisely from how ordinary and familiar they are.
“Casablanca didn’t need to be transformed to be desirable. Its vitality, energy, and people were already telling the story we wanted to share,” explains Dalal Yagoubi, co-founder of Kreedns and Creative Director of the campaign.
That choice gives the campaign a particularly Moroccan emotional language.
The "houma" is more than a collection of streets and buildings. For many Moroccans, it is where friendships begin, where people recognise one another, where the café becomes an extension of the street, and where seemingly insignificant routines eventually become memories.
By placing these spaces at the centre of a fashion and lifestyle campaign, “الصيف فالحومة” also raises an interesting question about how Morocco is represented visually.
Moroccan imagery, particularly when created for international brands, can easily gravitate towards what is immediately considered beautiful or recognisable: architecture, riads, luxury hotels, beaches, traditional craftsmanship, or carefully curated heritage references.
Here, the visual language goes somewhere else.
The campaign finds beauty in neighbourhood cafés, storefronts, streets, colours, gestures, and people. Rather than making Casablanca fit an idealised image, it allows the city to appear through the texture of everyday life.
There is also an interesting connection to the origins of Havaianas itself. The flip-flop became globally recognisable partly because of its simplicity and its relationship with everyday life. In Morocco, that accessibility finds another context. The product enters spaces that are similarly ordinary, social, and lived rather than staged around exclusivity.
The campaign was conceived and produced by Kreedns, a Moroccan-Canadian creative agency founded by Dalal Yagoubi and Omar Mhammedi. The wider creative team brought together Moroccan talents across photography, film, styling, beauty, and modelling, with photography by Taha Cherki, video direction by Omar Mhammedi, styling and set design by Meima El Bou, makeup by Jouhaina Artistry, and Dfayraa, Rime Amz, and Ines Tora appearing as models.
Ultimately, “الصيف فالحومة” works because it does not ask Casablanca to become somewhere else.
It looks at the neighbourhood and recognises that what might appear ordinary from the outside can carry enormous cultural and emotional value for the people who grew up within it.
Sometimes representing Morocco differently does not require creating a new image of the country.
It simply requires recognising the beauty in the Morocco people already know.
Photos : @tahacherki