The campaign definitely has audio at its core. It starts with an original song created by the superstar Pablo Vittar, and all the content created in audio from it by people. The asset to be downloaded was an audio file. And the song was the way the brand disseminated the message of the campaign.

Get up from that bed and come, come and mess around too,

Let everybody know you're the best out there

Scream louder

That the planet will listen

If everyone sings

Let's make noise, let's make noise, let's make noise, let's make noise

Get up from that bed and come, come and mess around too,

Let everybody know you're the best out there

Scream louder

That the planet will listen

If everyone sings

Let's make noise, let's make noise, let's make noise, let's make noise

Say your name, go up, down and go

Say your name, go up, down and go

Say your name, go up, down and go

Brazil is the country that kills the most LGBTQIA+ people in the world. Therefore, in such a prejudiced country, being a new artist and a member of the community is even more challenging. Although music is one of the main forms of identification for the community, few artists are able to break through and speak to the general public. And the fewer voices that are heard, the fewer people feel represented. Mercado Livre is the largest e-commerce platform in Latin America and a recurring sponsor of Pride in Brazil. This year, its campaign aimed to create opportunities for young artists, revealing voices that would never have the chance to be heard. And for that, it planned an unprecedented partnership with the superstar Pabllo Vittar, the most listened to drag queen in the world.

Through an unprecedented negotiation, we created a simple way for anyone to have a collaboration with the biggest drag queen in the world. A "feat pack" that came with an original chorus as an isolated voicetrack, beats, and promotional assets, all 100% royalty-free. All one had to do was download it and release their own collaboration. Hundreds of young artists, representing all the letters of the community, engaged in the campaign, downloading the pack and creating their own versions in various genres such as funk carioca, rock, and even gospel music. The campaign managed to speak to both the community and young artists, and the results were impressive. There were over a thousand of new artists releasing their content and being introduced for the first time to the community.

As the largest e-commerce company in Latin America, Mercado Livre takes on a leadership stance in its communication, with "Progress" being one of the brand's core values. That's why the brand is a frequent sponsor of Brazilian Pride, bringing a new and relevant message to the community every year. This year, the fourth consecutive year that the brand communicates during Pride Month, the brand addressed the themes of representation and identification. And it chose the passion point of "music" - so important to the community - as a way to work with this theme.

To get the importance of this work, it is important to understand the size of the artist Pabllo Vittar in Brazil. Pabllo is the most popular drag queen in the world, with 3x more followers than even RuPaul. And besides that, she is a great inspiration for the community, generating immediate identification with people. Everything she releases is an immediate success and becomes a hit in the community. Opening up the possibility of producing something with her, completely for free, for a new artist in the community, is more than a way to launch their work. It is fulfilling a lifelong dream.