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2023 One Show - Social Media

The Best-seller Constitution

Agency GUT / São Paulo + Hefty / São Paulo

Client Mercado Livre


Social Post / Real-time Response

Annual ID


About the Work

January 2023. Thousands of far-right protesters, unhappy with the election result, stormed the Planalto Palace, home of the Brazilian Federal Government, located in the Federal Capital. Thefts of historic objects and depredations were recorded, resulting in more than 1200 protesters arrested. Among the items damaged by the demonstrators was an historic copy of the Federal Constitution. Mercado Livre is the largest e-commerce in the country and brings freedom as one of its main values, being present even in its own name. But it is impossible to be free when the main pillars of democracy are at risk. That's why it decided to speak out at a time when it was so important to do so. On the morning after the events, we made editions of the federal constitution available with a 99% discount, thus facilitating access to as many people as possible, and so Brazilians will never forget the value of democracy. The promo was made in a post published on the brand's social media, in addition to a full-page advertisement on the main newspapers in Brazil. In just under 12 hours, Mercado Livre's initiative made headlines nationwide, and 100% of our inventory was sold out in 4 hours. Despite being recognized as a people without a strong political culture and a tendency towards low civic engagement, Brazilians have shown a remarkable interest in this case. The idea not only garnered national attention, but also became the largest sale of constitutions in history. In fact, the book even reached the second position in the country's bestseller list, surpassed only by the Bible.

2023 Awards

Total Points: 3




GUT / São Paulo

Music / Sound Production Company

Hefty / São Paulo

Creative Director

Rapha Borges
Tiago Abreu


Matheus Franzoni

Executive Creative Director

Bruno Brux
Murilo Melo


Angel Pinheiro

Account Director

Raphaela Guillen

Account Supervisor

Carlos Barnabé

Strategy Director

Rafael Trevisan

Account Manager

Guilherme Moliterni

Awards Manager

Francine Aoki

Client Approval

Thais Souza Nicolau
Nathalia Cavalcante Teixeira

Co-Head of Media

Douglas Silveira

Content Strategy Manager

Bruce Vital

Head of Account

Alessandra Visintainer

Head of Content

Patricia Moura

Head of Operations

Mariane Goebel

Head Of Production

Julia Ramos

Head of strategy

Amanda Agostini

Jr. Editor & Motion Designer

Eduardo Novaes

Managing director

Valéria Barone

Media Assistant

Dayanne Veríssimo

Media Coordinator

Alinne Lopes

Media Director

Dennis Grassi

Media Manager

Laura Cardeal

Sr. Editor & Motion Designer

César Macedo

Strategy Manager

Bruno Facundes


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