The One Show
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Category
Social Post / Real-time Response
Annual ID
OS23_SM055M
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
Merit
Credits
Agency
GUT / São Paulo
Music / Sound Production Company
Hefty / São Paulo
Creative Director
Rapha Borges
Tiago Abreu
Designer
Matheus Franzoni
Executive Creative Director
Bruno Brux
Murilo Melo
Strategist
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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