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2023 One Show - Social Media

Files of Freedom

Agency GUT / São Paulo + Dogs Can Fly / São Paulo + DLKTSN / São Paulo + Pingado Áudio / São Paulo

Client Mercado Livre


Active Engagement / Call to Action

Annual ID


About the Work

The bond between LGBTQIA+ community and music is stronger than any other. It's not only music. It's like a safe place. But then you realize that only 4 of the YouTube top 50 artists in Brazil are LGBTQIA+. For a small LGBTQIA+ artist, the challenge of becoming popular in Brazil seems insurmountable. In addition to all the inhospitality of the showbizz, Brazil is such a homophobic country that it occupies the first place among those that most kill queer people in the world. We need to fight against the establishment to have more voices, and thus, more people being represented. Nowadays, the “collabs” are the greatest strategy for launching new hits and artists. So, based on that, Mercado Libre launched “Files of Freedom”. With an unprecedented partnership with the Brazilian legend Pabllo Vittar – the most popular drag queen in the world – we released a free downloadable ‘collab pack’, containing a kit of files: an original isolated voice track, new beats, videos, and photos in chroma. All totally free of copyrights. So, anyone could download, produce and launch their own feat with Pabllo. There were thousands of organic feats, revealing several new artists, across all the LGBTQIA+ spectrum.

2023 Awards

Total Points: 3




GUT / São Paulo

Production Company

Dogs Can Fly / Sao Paulo
DLKTSN / São Paulo

Music / Sound Production Company

Pingado Áudio / São Paulo

Art Director

Vitor Chagas

Director of Photography

Rodrigo Riva
Túlio Cipó

Executive Creative Director

Bruno Brux
Murilo Melo

Executive Producer

Thiago Balma

Group Creative Director

Tiago Abreu


Gabriel Renne


Bárbara Reis

Account Director

Raphaela Guillen

Account Supervisor

Mateus Carvalho

Associate Creative Director

Gabi Marcatto
Pedro Rosas

Motion Graphics

Christian Viana

Project Manager

Bruna De Oliveira

Strategy Director

Mercedes Baruso


Vitor Moreira

Account Manager

Isadora Guz

Artist's Manager

Leocadio Rezende
Rodrigo Gorky
Yan Hayashi

Artistic Direction

Mari Campos

Awards Manager

Francine Aoki

Client Approval

Louise Mckerrow
Thais Souza Nicolau
Nathalia Cavalcante Teixeira
Rafaella Martellini
Beatriz Sztamfater


Raul Abrão

Content Strategy

Bruce Vital
Isabella Ribeiro
Paula Baião

Executive Director

Luciana Mattar

Fashion Stylist

Ana Travagin
Cleber Chiliano

Hair Stylist

Thereza Brown

Head of Account

Alessandra Visintainer

Head of Content

Patricia Moura

Head of Media & Data

Guilherme Cavalcante

Head of Operations

Mariane Goebel

Head Of Production

Julia Ramos

Head of strategy

Amanda Agostini


Sidney Sales

Managing director

Valéria Barone


Caio Melo
Jackson Sousa
Laura Cardeal
Paola Bastos

Media Director

Douglas Silveira

Movement Director

Jessi Muller

Musical Director

Will Bone

Production Assistant

Yris Franco

Production Manager

Fabiola Camilo

public relations

Isabela Belli

Regional Account Director

Natalia Noya

Sr. Editor & Motion Designer

César Macedo

Strategy Manager

Bruno Facundes


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